Naming is a legal task pretending to be a creative one
Trademark screening, domain reality and the ten-name shortlist that survives both.
James Smith
•
6 min
A name feels like a creative decision, but most of the work is legal and practical. A great name you can’t trademark or buy the domain for is not a name you can use.
Screen before you fall in love
Start with a long list, then cut it with a trademark search in your category and a check on available domains and social handles. Most names fail one of the two.
The ten-name shortlist
Keep ten names that survive both checks, then choose on sound and fit. You will have fewer favorites than you expected, and that is the point.
Keep reading
Approvals
8 min
The approval is the product: designing trust into an agent that spends money
We shipped an agent that could file an LLC in eleven minutes and nobody used it. Here's what we changed - and what founders actually want to see before they say yes.
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Launch playbooks
6 min
The 72-hour launch: what actually has to happen first
The order matters more than the effort. A sequenced checklist from name to first customer.
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