Spend even five minutes searching for business-naming help and you’ll discover a lot of self-proclaimed experts dispensing free advice. In many cases, those “experts” are entrepreneurs themselves with one or two naming experiences to their credit—unlike professional name developers (me, for example) who’ve named hundreds of companies and products. As a result, much popular advice is of limited value (“Use a name generator”) or utterly untethered from reality (“Allow one day for the naming process”).
Now is the time to set the record straight. Here are five naming non-rules you can happily disregard: