Many people who are otherwise excellent Founders and investors believe the name of your company doesn’t matter. They say it’s what you build that matters, not what you call it.
They’re wrong. It’s a blind spot for them. What you name something is vital to your enterprise. Your company is fundamentally a network of humans – employees, customers, investors – and language matters enormously to all of them.
Few people appreciate how a company name sets the psychological spirit of their entire company. Fewer still realize its impact on their products, culture, community, and visibility. Your company name is the language equivalent of olfaction, your sense of smell, which is known to interact powerfully with parts of the brain responsible for memory and emotion.
Language is the human OS. Language needs to be in your tool kit from the start. (What I’m saying here relates equally to your product names as well.)