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Strange article.
First the author writes:
“But first, the name. You need a name for your company. But choosing a name is a huge waste of time.”
“I don't agree with the view that names are essential and a key factor in success. This is delusional. Take Nike. If you read Phil Knight's (CEO and founder of Nike) book, 'Shoe Dog', you'll discover that the company was originally called Blue Ribbon, and only had to change its name to solve an import licensing issue. Nike was chosen at the last minute, as the least-worst option.
Or take Google. A Googol is a technical term for a very large number. One followed by a hundred zeros, to be exact. Sergey and Larry misspelled the name. I remember telling people about Google after I discovered how brilliant it was, and people laughing at the name. The meaning of names comes after the fact. Accepting this makes your life easier, because you can focus on your business requirements for the name.
Here's what I needed in a name. I absolutely needed the .com domain name for the website. Non-negotiable. This is going to be an international business...”
http://www.independent.ie/business/...is-a-massive-waste-of-your-time-36218499.html
The author ends it by stating:
“But the first rule of startups is: good enough is good enough, and I had run out of time. The clincher was the number of Google results: a big fat zero - the name was totally unique and new.”
First the author writes:
“But first, the name. You need a name for your company. But choosing a name is a huge waste of time.”
“I don't agree with the view that names are essential and a key factor in success. This is delusional. Take Nike. If you read Phil Knight's (CEO and founder of Nike) book, 'Shoe Dog', you'll discover that the company was originally called Blue Ribbon, and only had to change its name to solve an import licensing issue. Nike was chosen at the last minute, as the least-worst option.
Or take Google. A Googol is a technical term for a very large number. One followed by a hundred zeros, to be exact. Sergey and Larry misspelled the name. I remember telling people about Google after I discovered how brilliant it was, and people laughing at the name. The meaning of names comes after the fact. Accepting this makes your life easier, because you can focus on your business requirements for the name.
Here's what I needed in a name. I absolutely needed the .com domain name for the website. Non-negotiable. This is going to be an international business...”
http://www.independent.ie/business/...is-a-massive-waste-of-your-time-36218499.html
The author ends it by stating:
“But the first rule of startups is: good enough is good enough, and I had run out of time. The clincher was the number of Google results: a big fat zero - the name was totally unique and new.”