Naming
The naming brief: what to write down before anyone names
A naming brief is finished when a team can start without one follow-up question. The six decisions it has to settle, and what to write when you do not know yet.
7 min read
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Naming
10 myths about business and product naming
The assumptions that cost founders a name: what is true, what is not, and how agencies turn an argument about taste into one about evidence.
6 min read