I've named three companies.
El Mejor Coffee: Spanish for "The Best." People read it as "El Major." They called it El Major. I didn't correct them. We still sold coffee.
Happy Beginnings: I got the name from "Happy Endings" — which sounds wildly inappropriate for a wedding invitations company. Didn't matter. Still India's first wedding invites e-commerce.
Stupidpreneur: The word has "stupid" right in it. People ask, "Who's the stupid one?" I tell them: everyone building something worth building.
Tbh, your company name matters about 0.01% as much as you think it does.
THE NAME OBSESSION TRAP
I've watched founders spend 6 months choosing a name. Domain hunting. Trademark searches. Focus groups with friends. Endless debates about "vibes."
Meanwhile, their competitor shipped a product, got customers, and owns the market.
The delay just killed them.
THE "RADIO TEST" (AND WHY IT'S OVERRATED)
You've probably heard this advice: "If you say your name on a podcast, can people spell it?"
It's decent advice. But most successful companies fail this test.
Airbnb (AirBNB? Air B and B? AirBed?)
Lyft (Lift? Lifft?)
Flickr (Flicker? Flickr? Where's the E?)
They figured it out. So will you.
If your name is somewhat pronounceable and not actively offensive, you're fine. Move on.
WHY YOU SHOULDN'T BUY THE .COM (YET)
Founders blow 1000$+ on premium domains before they have a single customer.
Here's what I recommend instead:
Start with a workaround. Use .co, .io, or add "get" or "try" to the front.
Prove the business first. Get to 50k+ revenue.
Then acquire the .com. You'll have leverage (and cash) to negotiate.
Nobody ever said, "I love this product but I won't buy because the domain has 'get' in front of it."
THE "REBRAND LATER" SAFETY NET
You can always change your name later.
And when you do? It's a PR opportunity.
"We started as [Old Name]. As we grew, we evolved. Today, we're proud to announce [New Name] — a reflection of our journey, our values, and our commitment to [whatever sounds good]."
Companies do this constantly. It's free press. It signals growth and maturity.
So stop treating your first name like a permanent tattoo. It's a sticky note. You can peel it off when you're ready.
THE "STUPID" NAMING PROCESS
Here's my actual process:
Spend one day brainstorming.
Check if the name is taken. Basic trademark search, domain availability.
Say it out loud 10 times. Does it feel weird? Can you introduce your company without cringing?
Ship. Fix it later if needed.
The bar is low.
Go build something.
THE DIAGNOSTIC
Answer honestly:
Have you spent more time on your company name than talking to potential customers?
If yes, you're hiding from the hard work. Naming feels productive.
It isn't.
The name doesn't make the company, the company makes the name.
Your brand strategist,
Shashank SN
Fractional Chief Brand Officer
P.S.
"Stupidpreneur" breaks every naming rule. Has a negative word. Hard to take seriously. Sounds unprofessional. It's also the name behind a 20,000+ subscriber newsletter read by people at Coca-Cola, LinkedIn, and Amazon.
I let you be the judge of whether this name is good or not.