Just: Don't Do It

Here’s one reason we warn our clients to avoid descriptive names:

Some history from the Just Darts website:

Just Darts is a family owned amusement and entertainment company that has been in business in Indianapolis since 1981. We started Just Darts by placing a few dart machines in a couple local bars. We have since then evolved into a full line amusement company operating many diverse machines such as juke boxes, pool tables, dart machines, and video games in many locations. Just Darts also runs dart, pool, golf and bowling leagues all year round.

They’ve “evolved,” but their name still has gills and fins.

Moral: Don’t limit yourself by choosing a highly specific name with no room for growth.*

Thanks to Andy Hollandbeck for alerting me to this unjust name.

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* Unless you’re willing to go with a Simpsonian pile-up like Just Darts & Pool Tables & Foosball & Things & Beyond.

Comments

[Karen]

Remember this old David Letterman bit? http://www.youtube.com/watch?v=rBLO67pBReI&t=1m50s
(The relevant part goes from about 1:50 to 2:27).

[Jessica]

@Karen, you beat me to it! I LOVE that bit and think of it every single time I see one of these self-limiting names.