Every year Fast Company publishes a list it calls World’s Most Innovative Companies: “more than 350 enterprises across 36 categories,” including biotech, finance, retail, and space, as well as five geographic sectors (Africa, China, India, Israel, and Latin America). I’ll leave the innovation metric to FC’s editors; what I wanted to know was: Which of these companies have the most appealing, distinctive, and interesting names?
In creating my own list I quickly eliminated names that are merely descriptive, like Social Capital, Safe Catch Foods, and GE Healthcare. I also discarded names that have been around too long to draw much attention to themselves: Amazon, for example, is an outstanding name for reasons I explored in a 2013 post, but it no longer seems innovative. The same goes for Spotify, the name that launched a thousand (well, almost) -ify imitators.
I reluctantly passed on a few names I found intriguing, such as Gunpowder & Sky, a global video studio, if they didn’t provide any naming backstory. And it should go without saying that I excluded names in the overstuffed let’s-just-tack-an-ly-suffix-on-it category. Sorry, Scopely and Collectively.
Here, then, are my top ten Most Interesting Names on the Fast Company list.