Great names evoke without explaining

I like to think of those kinds of names that are suggestive or evocative, where when I tell you what the company does, you're like, oh, that makes sense. But it's not that what the name is tells you exactly what the company does.

There is no power in comfort, not in the marketplace.

Humans only pay attention to what is new or what is different. So if you're looking at shoes and they're all black, black, black, black, and then the next pair of shoes is red, that's the first thing you focus on.

A good name is only going to help you, but a bad name won't hurt a good company.

Over time, a word can come to mean something that is beyond what that actual word means. Like Disney means magic today. Volvo means safety. Those names are not good. If I just put it in a spreadsheet or one of those lists, no one would pick it.