Minding Your Business: What’s in a Name

Home / Connect / Blog / Minding Your Business: What’s in a Name

“What’s in a name? that which we call a rose
By any other name would smell as sweet.”

Agreed. Some have referred to the rose as the “queen of flowers.” No matter what you call a rose, her reputation reigns supreme in gardens and poetry worldwide.

However, that kind of recognition is exceedingly rare. So, the words you use (to name or to refer to something) can be very important.

When considering what to call something — whether a book title, speech title, product name, company name or domain/URL — how do you cultivate a name worthy of royalty?

Important considerations in naming anything include:

  • Clarity
  • Stickiness
  • Appropriateness (to what is being named, and to what audience)

That said, the best names are not only clear — they are also intriguing.

Clear and intriguing isn’t an easy combo to pull off. It’s why more descriptive tag lines are often coupled with simple speech names, company names, product names. For example, simple one word book titles are often coupled with more descriptive subtitles.


  • Made to Stick: Why Some Ideas Survive and Others Die, by Chip and Dan Heath
  • Stripped: 49 Life Lessons Learned from Dying, by Nancy Michaels

Naming projects are among my favorite things to do. In future writing I’ll discuss strategies, tips and tools for effective naming…and design that completes the whole shebang!

This blog is originally published in Marilee's newsletter.
Subscribe to receive these articles and more.

Marilee Driscoll

Writer/published author/awarded poet. Meditator. Gardener. Badminton, running. Consultant/coach/biz owner/keynote speaker by trade.