As you read through the names that I’ve created over the years, you might be thinking “I like it” or “I don’t like it.” That doesn’t matter. What matters is this:

How relevant is the name to the product’s positioning? How differentiated is it from the competition? Does the name offer layer upon layer of meaning? Does it have confidence, mystery, a sense of humor? Is it provocative, cocky, fearless? Is it easy to pronounce? How much energy does it have? Is there a visual component to the name besides what the letters look like? Does the name defy conventional wisdom? Is it a name people will talk about?

All that, that’s a lot to ask from a name. And that’s what makes naming so damn hard.