Strong names

A strong name usually does most of these:

• Short. One or two words. Three at most if one is "The."
• Pronounceable on first read. A twelve-year-old can say it without thinking.
• Forbids at least one obvious thing. "Linear" forbids non-linear. "Notion" forbids "full app suite." "Stripe" forbids "the bank does it all for you."
• Small surprise inside. "Wright" is a surname (Frank Lloyd Wright, the Wright Brothers) AND a noun meaning a craftsperson (shipwright, playwright). The double-take is what makes names stick in the head three days after someone first hears it.
• Available in some workable form. The .com is rarely free in 2026. Workable variants exist: an unusual TLD like .school or .fm, a prefix like useNAME, a niche extension. Don't burn three weeks waiting for a .com that's parked.

Names that hit four of those five are workable. Five of five are rare.

Let's look at how one of those names got picked. The brand you're inside right now.