The ultimate startup naming guide (must watch for founders)

October 2, 2024

AI Summary

5 min read

The Ultimate Startup Naming Guide

Why Names Matter More Than Ever

Greg Eisenberg opens with a blunt claim: a startup's name matters more now than it used to. The reason is simple — people scroll fast, and you need a name that stops them mid-thumb. A bad name makes an already hard job harder. A good one gives you free momentum.

The Three Types of Names

Eisenberg sorts names into three categories: bad, good, and "tofu." Tofu names are the middle ground — they don't offend anyone, but they also don't stick. They take on the flavor of whatever surrounds them, which means they're forgettable. "Alo" is his example: it doesn't speak to him, doesn't connect, and makes the brand's job harder than it needs to be. He also admits his own former agency name, "Dispatch," was tofu — it could have been a coffee shop, a recruiting firm, or anything. When they changed it to "Design Scientists," revenue and conversion went up.

The Three Name Categories That Work

Eisenberg offers three categories for names that actually perform: descriptive names, phrases, and funny names.

Continue reading the full summary in the app — free to try.

Read Full Summary →

Free • No credit card required

Listen to Audio Summary Open in App

Never miss an episode of The Startup Ideas Podcast

Get every new episode summarized in your inbox — free, ~5 minutes to read.

No spam. Unsubscribe anytime.

What you'll learn

1 (00:00) **Why Startup Names Matter More Than Ever** - Names need to be scroll-stopping in the current attention economy; the episode is a tutorial on how to name a startup.
2 (01:40) **Descriptive Names: The "Somewhere I Will Live" Example** - A descriptive name tells the user exactly what they get, making it easy to follow and monetize.
3 (03:00) **Phrases: Riding the Cultural Zeitgeist** - Grabbing a handle based on a rising phrase can build a massive business.
4 (05:30) **Funny Names: Leveraging Humor for Free Traffic** - A funny name can generate massive organic attention and dividends.
5 (08:22) **Bad Names: What to Avoid** - Examples of names that fail the telephone test, have negative connotations, or are hard to spell.
6 (11:05) **Tofu Names: Bland and Forgettable** - Names that don't connect, are hard to spell, or lack brand personality.
7 (12:10) **Good Names: What Works** - Examples of names that are clear, actionable, or brandable.

+ Full timestamped outline available in the app

Show Notes

In this episode, we dive deep into my process for naming my startups and businesses. I share my 4-step guide for coming up with memorable names for startups and how you can apply these principles to come up with your own scroll stopping name.

Timestamps:
00:00 Intro
01:09 types of names
01:53 Naming Strategy 1: Descriptive
03:11 Naming Strategy 2: Phrases
05:39 Naming Strategy 3: Funny
08:17 Bad Name Examples
12:19 Good Name Examples
16:53 Tofu Name Examples
18:10 Hack your way to a novel name
20:25 Use AI for brainstorming
22:22 Greg's personal name list

1) 3 types of names:
• Bad names
• Good names
• "Tofu" names (bland, forgettable)

2) 3 winning name strategies:
• Descriptive (e.g. @somewhereilive)
• Phrases (e.g. Boss Babe)
• Funny (e.g. You Probably Need a Haircut)

3) Bad name examples:
• WhatsApp (fails telephone test)
• GameStop (negative connotation)
• Google Bard (sounds like barf)

4) Good name examples:
• Perplexity (matches brand promise)
• Bump (action-oriented)
• Autopilot (clear value prop)

5) Hack your way to a novel name:
• Create "Name Game" note on your phone
• Jot down catchy words/phrases
• Check handle availability bi-weekly
• Test with friends/family
• Create logo mockups

6) Use AI for brainstorming:
• Prompt Claude: "I'm brainstorming names around [your topic]. What are some interesting, clear, direct names that speak to this community?"

7) Greg's personal name list sneak peek:
• AfterParty
• PrettyPerfect
• InvitationOnly
• InCred

8) Pro tip: It's okay to have bad names on your list. Keep refining!

9) Remember: A great name can be the difference between viral growth and crickets.

Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)

Get access: https://www.gregisenberg.com/30startupideas

🎯 To build your own portfolio businesses powered by community you might enjoy my membership.

You'll get my full course with all my secrets on building businesses, peer-groups to keep you accountable, business ideas every single month and more!

Spots are limited.

https://www.communityempire.co/

📬 Join my free newsletter to get weekly startup insights for free:

https://www.gregisenberg.com/

70,000+ people are already subscribed.

To improve your rankings your business on Google and using AI for SEO, sign up to

http://www.boringmarketing.com/

FIND ME ON SOCIAL

X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/