I’d like to set your expectations first. This posting is not about a hot news item, a recently techrunched company or a ”Fusion vs. Boat on Wheels” judgment. It is about a mind boggling situation which I am sure you can somewhat identify with. Every entrepeneur knows the situation. The founding team is assembled, the idea is there, the value proposition is on the whiteboard, the office smells of fresh paint. One thing left to do. Find a name. If the wedding planning is the first event in a couple’s life has good chances of leading to divorce, so is finding a name for a company. Recently, it has become a collective let’s-all-outsmart-each-other game. So much, that we should stop and ask ourselves if the “king is butt naked or what?”

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Gil Rosen
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