"your brand name. Nothing's going to be used more often or for longer than that name. Design will change, message will change, products will change, but that name is there. What's a name that you came..."

"listening to this are founders. A lot of PMs on product teams. Let's say they have a couple weeks got to come up with a name. What should they do? Today my guest is David Classic. David is the founder..."

"out a name for their product or company and also just for anyone that's interested in hearing the stories of how some of the most iconic names came to be. If you enjoy this podcast, don't forget to su..."

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"example of I haven't seen that before. I'm very comfortable with cloud. Cloud is what it is. That's that's the you know we're describing it but that's a statement and I think that well I don't think I..."

"that name. Design will change, message will change, products will change, right? But that name is there. So I like to talk about this idea of cumulative advantage, right? over time as people buy more ..."

"So, so those are those are my two reasons why names are I think you know the done right and we we do we do talk about our mission is not creating good names. A lot of people can do that. Our mission i..."

"I've ever read, which is not a book on marketing. It's and you may have read it along the way um in in college if you studied any Greek or uh uh you know, classics. It's called the Millian Dialogues. ..."

"the value of an aid. Let's dive into the actual process you guys go through. And I want to read uh a quote that GMA Roush uh shared when I asked him about what it was like working with you. He's the C..."

"things. It's not it's not rocket science, but it does it's a combination of creativity and discipline, right? And obviously talented people and experience in these things. So let's just kind of go thr..."

"We call that developing a landscape and we're looking for what are the words you know the what are the brand names first and then what language are they using in this space. So so because we want to b..."

"have different experiences and personalities to them. And clients will sign off on that and then we get going uh this. So now we're moved to the invent stage. And in the invent stage, we do really two..."

"working for us that actually the names were coming from employees and from small groups. And so we've moved our process to at least two or three small teams of two people. And each of those teams, so ..."

"experience. Now, there's been research on that over the years, but there were some gaps and we decided to to fill this. And we, you know, over the years we've had a very good relationship with Stanfor..."

"ideas. I say ideas because they're not all solutions. They're not all workable. They may be just beginning ideas, concepts, and we sift through those. And now one of the major challenges that we face ..."

"the final phase is implementing. Let's actually pause at that because I have so much I want to talk about with this second step and but we'll get to that step three. Uh there's just this is just blowi..."

"more who are writers from uh you know newspaper reporters because they have to work fast their stories get rejected. people who might have written a novel. Um uh we have hired people from agencies o o..."

"Okay, cool. So eight weeks mostly if you're a big company with a lot of red tape you have to work through then longer. Um okay this point you made about a three different teams with different in almos..."

"directions to someone and uh you uh wind surf for us particularly for me you it checks all the boxes it's it's a wonderful image it's an experience literally a physical experience it's a compound righ..."

"about. I I'll stop there and see if you need more information or not. Let me actually follow this thread real quick. It's going to be kind of a tangent. You guys have been working with AI companies m..."

"us as simple as that. And and and in this case, we were right. And by the way, there's also, I have to say, there's some luck to this. Windsurf happened to be available and uh they they saw it uh righ..."

"a name. I mean, and and that is the absolute expression I hear from when when a startup calls and says we want to change our name. You know, we started off a a year and a half ago. We just need a new ..."

"want anything linguistically that would slow our clients down. And so that's why we've invested in building this network. We have a woman that runs the network for so it's not an insignificant um uh f..."

"know, let let's look at um I'll start with the letter V because it it is it is so illustrative um of of what this is about. V from our research that we've done is the most alive and vibrant sound in t..."

"had permission there to create something new because Verscell is a coin solution right but notice that we put some very simple easy to process things together there or ver ver you in this case. So we ..."

"perfect uh fluency. Okay, let's go back actually to the three steps. So, we covered two. I went I took us on a long tangent to dive into a lot of the stuff you shared with the the second step which yo..."

"phase for them and we also do uh consumer research or customer research at that stage and we do that probably about 50% of the time um on our on our projects where We're going out and we're really tal..."

"say, "Hey, I I if a if a manager or a CMO or president says, look, we're the team that's going to execute on this and we believe in this. uh we can make this where they usually rally around it, right?..."

"really have here is and we're better than this and and I and then I'll just say, okay, now what you want to take that because this is really should be about experience and behavior. How do you want to..."

"second uh on that right hand uh tip there of the diamond is what do we have to win? What are we doing now that makes us a winner? Then we go down to the final u the bottom of the diamond and it's what..."

"cont when you say have to win the what you're thinking about there is what is it that you have that will help you win and then what is it you need to have in order to win and and all companies are in..."

"right? Uh if if I want to cross the street, is it safe to cross the street? What's going on? Those kinds of things. You have to counter that. you have to say, let let's just suspend judgment for a whi..."

"pay attention to what is new or what is different, I should say, right? Uh um so if if you're looking at shoes and they're all black black and then the next pair of shoes is red, that's the first thin..."

"but it can be done and you just have to give yourself some time. But stop evaluating, suspend judgment, and speculate. That that's that's my number one advice to to people trying to do this on their o..."

"Slight tangent but I'm going to go to our kind of research. Um we do mostly quantitative research now but for years we did uh qualitative work and we still do uh but what we found in we were always lo..."

"person who taught me that honestly was Andy Grove over the Pentium name because and I learned a lot from him. I always say this. I I you know I I just was very fortunate um to to work with him on on P..."

"for those who really and there are people who really get hung up on the dot uh and and they tend to be sort of oer by the way uh and have in their mind sort of the hotness of the internet and having a..."

"someone says, well, you know, we're um we we make uh we make sailboats and I'm trying to I'm here in Salelo. I guess that's why I thought about that. But uh and I I'm trying to create a new a new name..."

"that. Second thing is, you know, we try to really be helpful here. And so I am always uh happy to talk to people um about where they are in a process and if we can help or just give them a little bit ..."

"Resilience which was written by a a a former Navy Seal that um and it's not about combat and it's just a tiny bit about being a SEAL but it is about overcoming things right and it's about tenacity and..."