You may think you're naming your company or your product. But in fact you're putting a title on the story you're telling investors, shareholders, customers, and employees.
If you're smart and lucky, the name you choose will be the title of a great story. A saga. A legend. A tale told around the campfire for generations.
You can have a great story that nobody wants to read because the title is pedestrian or perplexing or pompous.
Or you can create demand for your story by giving it a title that tells just enough without giving away the plot.
People don't want more information. They are up to their eyeballs in information. They want faith--faith in you, your goals, your success, in the story you tell. ... Once people make your story their story, you have tapped into the powerful force of faith.
Story is bigger that "what we do." As the title of a story, Viagra doesn't say "effective treatment for erectile disfunction." It doesn't say "sildenafil citranate." It says "via--the way to get there"; it says "virile," "vital," "vitamin," and "viva!"; it says "grow" (so close to "-gra"); it says "Niagara--ceaseless power"; it says "Agra--site of the Taj Mahal, that monument to love." And it says "women will love it, too"--note the feminine "-a" ending.
Read "The Mysteries of Naming: Chapter 2."
Read "The Mysteries of Naming: Chapter 3."
Read "The Mysteries of Naming: Chapter 4."
Your company and product can be somewhat dynamic but a name...a story, i agree is legend, what universal myths are built upon.