How to Name Your Startup

Too Long; Didn't Read

Stefan Seltz-Axmacher's name is long, unfamiliar, and incredibly unphonetic. Naming is, unfortunately, a negative sum game. A good name should be a word which is familiar to your target audience. You shouldn’t choose a name that directly puts you into name competition with an established company. The easiest way to have a familiar name is to co-opt a previously existing word, ideally one that you can change ever so slightly (like Zenefits) or one used just enough to be recognizable but so rarely.