2025-09-02 21:03:37
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Vercel, Azure, Pentium, PowerBook, Sonos, Swiffer, BlackBerry, Impossible Foods—if you recognize these names, you know David Placek’s work. Over 40 years, David and his team at Lexicon Branding have named nearly 4,000 brands and companies, pioneering the field of brand naming. Building on his popular recent podcast appearance, David breaks down his tried-and-tested step-by-step naming process, including a four-part framework you can use with your team to find the perfect name for any product or company.
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If you’re launching a new product or company, the name you choose may be the single most important decision you make. A great name creates a foundation of trust with consumers, gives meaning and voice to a new idea, and builds cumulative advantage over time. Names that are too descriptive and too comfortable won’t generate the interest or memorability that a new brand needs to succeed.
In my more than 40 years leading Lexicon Branding, we’ve created names like Swiffer, Sonos, BlackBerry, Azure, Impossible Foods, Vercel, Windsurf, and many more. In that time, I’ve seen too many teams treat naming as a low priority with marginal results. It’s one of the highest-stakes parts of building a brand, yet it’s too often delegated to junior staff or tackled in group brainstorming sessions.
The difference between a good-enough name and the right name is the difference between solid performance and breakthrough success. The right name is a competitive advantage that no one can take away from you.
Nobody knew Codeium until it became Windsurf.
People didn’t care about computer processors until Intel introduced Pentium.
No one loved mopping until Procter & Gamble created the Swiffer.
Nobody wanted to eat a Maraxi. But an Impossible Burger? Even meat lovers flocked to it.
AI and technologies like VR are reshaping how people discover, evaluate, and experience brands. We’ll see more innovation and new brands in the next five years than in the previous 20. This creates six key challenges:
Unprecedented competition: More players, more noise, more choice.
Trademark clutter: Congestion across all 45 trademark classes. In the U.S., there are over 5,500,000 registered trademarks.
Attention scarcity: Audiences are distracted and overwhelmed.
Global digital commerce: Names must work across languages, cultures, and platforms simultaneously.
Institutional skepticism: People have learned not to believe hype.
Information overload: A signal must be stronger to stand out.
For startups, the challenge is even greater. Your name must attract both investors and early adopters.
To address these challenges, focusing on three dimensions will increase your likelihood of creating a truly effective name. While we have been using these three pillars for many years at Lexicon, the first pillar, “Build for trust,” has increased in importance. The marketplace is moving so fast now that a new brand must gain momentum early or it will fail. Trust is a key factor in momentum.
The right name inspires both trust and imagination. Consider Microsoft’s Azure cloud services brand. The team at Microsoft considered calling it “Microsoft Cloud Services,” but there’s no news in such a straightforward name. When we presented this name, one senior Microsoft executive called it “a dumb idea.” Turns out, it wasn’t so dumb after all. It offered familiarity as a word while generating significant interest based on customer interviews. The sounds in Azure provide additional benefits: the “z” sound creates a strong signal, while the “zure” (like “sure”) creates a smooth experience.
Anyone can describe what a company does. For example, Infoseek is descriptive and one-dimensional. A name like that is boring and likely to have a thousand similar names swirling around in the competitive landscape. On the other hand, Google—an invented, surprising word—signals a new idea. In our research, we know we have a winner when customers tell us, “They’re not like the other guys.” TripActions is another example of a very descriptive name. As the company grew and developed an expense platform as well, TripActions no longer worked even descriptively. We created Navan, a palindrome that links to travel (“navigation”) but offers the originality that the company wanted to help them move into financial services—and the flexibility to grow into new industries. Since the rebrand in 2023, Navan revenues have grown from $150 million to over $500 million in 2025.
The human brain doesn’t like complexity—or remember it very well. Make sure your name is easy to process and contains familiar components. We used the simple and familiar geographic term “Outback” to create Subaru’s most successful brand to date.
The story of Intel’s Pentium is a perfect example of how to structure a naming process to get an effective result.
Intel needed to differentiate its next-generation processor. Up to that point, chip manufacturers only used model numbers. While Intel’s 486 processor outperformed AMD’s 486, consumers perceived the two as identical. Can you blame them?
Our first criterion was to develop a name that would differentiate Intel’s processor from all others. Based on interviews with Intel executives, we agreed that the new name needed to capitalize on the success of the “Intel Inside” campaign. “Prochip” was an internal favorite at the time. But our research gave us clear creative direction: develop a name that sounds and looks like an element inside the computer that is fundamental to performance. “Pentium” looked and sounded like familiar, science-based words such as “sodium” and “uranium,” using the “-ium” suffix for fluency. But while it was a familiar-seeming word, it was unexpected for the category—a strategic advantage that made it stick out and stick in people’s memory.
Here’s a key insight: Invented names like Pentium actually take less money to build into brands than existing words—despite a common myth to the contrary. Invented names signal “new and innovative” better than most other name types. Further, because they are unexpected rather than descriptive or suggestive names, they generate more attention. Humans are more interested in the new.
Research conducted by Lexicon in six markets provided data showing that “Pentium” delivered the magic Intel needed. Within months, consumers were asking for Pentium computers—to the chagrin of Dell, HP, and others.
Creating the right name requires more than one or two brainstorming sessions. Those brainstorming sessions—especially with four or more participants—can get bogged down by everyone’s need to be right, and the peer pressure to agree on a popular solution. As a result, they usually deliver marginal results. When we work with clients, we stick to key process principles:
Set high standards, not narrow objectives. Aim for fresh, energetic ideas, not just basic objectives like “support the product’s positioning” or “keep it under seven letters.”
We use a framework called the Diamond Framework to force clarity on business, marketing, and naming strategy. At the start of any project, we ask:
What does winning look like?
What do we have to win?
What do we need to win?
What do we need to say?
This creates alignment on the role of the name versus other brand elements like design and messaging. Here are the results of the exercise we did while working with P&G to develop the Swiffer brand name.
Quantity breeds quality. Developing a brand name is a treasure hunt. You need to explore, and then explore again. And you need to explore in places where you think there may be no chance of finding the name. Naming is hard work. We recommend generating at least 1,000 creative ideas before selecting a shortlist of 50 to 100 candidates. (We usually generate thousands.)
Don’t underestimate the power of sound. Imagine the sound of your brand before you start naming. Should your name sound fast? Full? Reliable? Coca-Cola’s Dasani water brand exemplifies this. An invented name with the Latin word for health (“san”) in the middle, a “da” sound that delivers a crisp, clean experience, and an “i” sound that feels light and slim at the end.
P&G had invented what they called a new mop, but it wasn’t really a mop. We started by interviewing 25 people about cleaning routines. Some enjoyed washing windows, others polishing furniture. No one liked mopping. One participant said, “It’s just moving dirt and grease from one place to another.” Another said, “Mopping is just not fun.”
We reframed the problem around fun, eliminating names like “Promop” or “EffiClean.” One small team explored toys, other exotic vacations, and other easy-to-use tools. Our linguists focused on the actions and sounds of cleaning—sweeping, wiping, washing. When we merged the work, “Swiffer” sat in the middle.
The best names don’t describe reality; they change it. Swiffer made mopping feel like a quick, joyful action. In research with our linguistic network and consumers, Swiffer was selected over 80% of the time as the new brand they would be most interested to try.
When we started working with a company called Zeit, the team and technology were impressive. Using our Diamond Framework, we defined winning as being the most innovative and “fastest-moving company in the category.” Based on that, we agreed that a coined, inventive name was the right direction. We built matrices of naming components, including prefixes and suffixes that communicated accuracy, speed, and flow; word parts that spoke to the company’s talent and recruiting; and a set of Greek, Latin, and Sanskrit words that meant reliability and power. And using our proprietary sound-symbolism software, we identified fast-sounding letters.
Drawing from these components, we combined 55 prefixes and 102 suffixes and got about 60 interesting ideas—not solutions; not yet. We repeated the steps three times over two weeks. “Vercel” rose to the top with a sound that is alive and daring, six letters, familiar parts assembled in a unique way.
Here are a few things that we have learned not to do over four decades of naming:
2025-09-02 17:02:30
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In this episode, naming expert David Placek shares his foundational principles that helped him create some of the world’s most iconic brands: BlackBerry, Azure, Sonos, and Impossible Foods, to name a few.
Whether you’re launching a new company or naming a product, this episode will sharpen how you think about brand strategy and help you avoid costly mistakes.
In this episode, you’ll learn:
Why naming is the single highest-leverage brand decision you’ll make
The 3 pillars of effective names
How invented names outperform descriptive ones (and cost less to build)
Why brainstorming rarely works - and what to do instead
The story behind Intel’s Pentium and how one name changed the industry
Why “Swiffer” made mopping fun
How Vercel went from “Zeit” to a name built for momentum
The 6 challenges every name must overcome in today’s AI-driven world
What not to do: common naming…
2025-09-01 19:03:38
Why is this in your inbox? Because How I AI, hosted by Claire Vo, is part of the Lenny’s Podcast Network. Every Monday, we share a 30- to 45-minute episode with a new guest demoing a practical, impactful way they’ve learned to use AI in their work or life. No pontificating—just specific and actionable advice. Prefer to skip future episode drops? Unsubscribe from How I AI podcast notifications here.
Notion—The best AI tools for work
Lovable—Build apps by simply chatting with AI
Anjan Panneer Selvam is the Chief Product and Technology Officer at Acolyte Health, where he’s pioneering the use of AI across the entire product development lifecycle. In this episode, he demonstrates how AI tools can dramatically accelerate alignment between stakeholders, reduce development time from months to minutes, and enable teams to validate ideas with customers before committing engineering resources.
What you’ll learn:
1. How to transform meeting transcripts into interactive prototypes in under 30 minutes using ChatGPT, Lovable, and other AI tools
2. A step-by-step workflow for creating market analyses and competitive research in minutes instead of days
3. How to build a “living product library” that allows sales and customer success teams to demo prototypes to customers before engineering begins
4. Techniques for using AI to break deadlocks with engineering by demonstrating what’s possible without requiring technical expertise
5. Why AI enables faster stakeholder alignment by converting abstract ideas into tangible, interactive experiences
6. How to use ChatPRD to validate product requirements and ensure you’ve considered all critical aspects before engaging engineering
LinkedIn: https://www.linkedin.com/in/anjanps/
ChatPRD: https://www.chatprd.ai/
Website: https://clairevo.com/
LinkedIn: https://www.linkedin.com/in/clairevo/
(00:00) Introduction to Anjan
(02:36) How AI changes the relationship between product and engineering
(04:08) Workflow for converting stakeholder ideas into prototypes
(08:50) Using the Limitless pendant to capture meeting transcripts
(12:45) Creating interactive prototypes with Lovable
(15:57) Benefits of using prototypes instead of documentation
(19:07) Conducting market research with Perplexity
(21:45) Creating presentation decks with Gamma
(23:08) AI doesn’t replace PMs; it elevates them
(25:05) Using ChatPRD to validate product requirements
(29:10) Building a living product library for sales and customer success
(35:50) Breaking deadlocks with engineering using Rork for mobile prototypes
(39:00) Takeaways for building with AI
(42:34) Cultural implications of AI in product development
(45:20) Strategies for when AI doesn’t give you what you want
• ChatGPT: https://chat.openai.com/
• Lovable: https://lovable.dev/
• Limitless: https://www.limitless.ai/
• Perplexity: https://www.perplexity.ai/
• Gamma: https://gamma.app/
• ChatPRD: https://www.chatprd.ai/
• Rork: https://rork.com/
• v0: https://v0.dev/
• Magic Patterns: https://www.magicpatterns.com/
• React Flow: https://reactflow.dev/
• Figma: https://www.figma.com/
• Acolyte Health: https://acolytehealth.com/
• Meta Ray-Ban glasses: https://www.ray-ban.com/usa/ray-ban-meta-ai-glasses
Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email [email protected].
2025-08-31 19:02:54
(08:07) → CEOs should become “IC CEOs”— leaders who roll up their sleeves and engage directly with building, coding, and experimenting
(21:38) → Airtable reorganized into two groups: a fast-thinking AI platform team shipping bold, weekly product releases, and a slow-thinking group making deliberate, long-term infrastructure bets
(40:20) → Why Howie urges PMs, engineers, and designers to play with AI products daily, not just read about them
🎧 Prefer audio? Apple → | Spotify →
LucidLink—Real-time cloud storage for teams
DX—The developer intelligence platform designed by leading researchers
Claude.ai—The AI for problem solvers and enterprise
Howie Liu is the co-founder and CEO of Airtable, the no-code platform valued at around $12 billion. After a viral tweet declared “Airtable is dead” based on incorrect data, Howie led a radical transformation: reorganizing the entire company around AI, becoming an “IC CEO” who codes daily, and achieving over $100 million in free cash flow.
What you’ll learn:
The “fast thinking” vs. “slow thinking” team structure that lets Airtable ship AI features weekly (inspired by Daniel Kahneman)
Why Howie uses AI hourly (not daily) and is Airtable’s #1 inference-cost user globally
Why CEOs must become ICs again in the AI era (and how to restructure your calendar to make it possible)
Why “playing” with AI tools should be mandatory—Howie tells employees to cancel all meetings for a week to experiment
The specific skills product managers, engineers, and designers need to develop to succeed in the AI era
Why evals can kill innovation (and when to use “vibes” instead)
• LinkedIn: https://www.linkedin.com/in/howieliu/
• Email: [email protected]
(00:00) Introduction to Howie Liu and Airtable
(04:05) The “Airtable is dead” viral tweet controversy
(08:07) The rise of IC CEOs
(10:57) AI’s paradigm shift in product development
(16:27) Specific changes Airtable has made
(21:38) Fast- and slow-thinking teams
(32:57) The emergence of new form factors in AI models
(34:48) Airtable’s vision and philosophy
(40:20) Empowering teams with AI tools
(46:50) Encouraging experimentation and play
(50:55) Cross-functional skills in product teams
(01:03:35) The importance of evals and open-ended testing
(01:08:06) Key strategies for AI-driven success
(01:12:43) Counterintuitive startup wisdom
(01:22:21) Don't step away from the details that you love
(01:25:50) Advice for aspiring engineers and designers
(01:30:00) Lightning round and final thoughts
• Airtable: https://www.airtable.com/
• All In podcast: https://allin.com/
• Nikita Bier on X: https://x.com/nikitabier
• Figma: https://www.figma.com/
• The AI-native startup: 5 products, 7-figure revenue, 100% AI-written code | Dan Shipper (co-founder and CEO of Every): https://www.lennysnewsletter.com/p/inside-every-dan-shipper
• Every: https://every.to/
• Cursor: https://cursor.com/
• The rise of Cursor: The $300M ARR AI tool that engineers can’t stop using | Michael Truell (co-founder and CEO): https://www.lennysnewsletter.com/p/the-rise-of-cursor-michael-truell
• Windsurf: https://windsurf.com/
• Building a magical AI code editor used by over 1 million developers in four months: The untold story of Windsurf | Varun Mohan (co-founder and CEO): https://www.lennysnewsletter.com/p/the-untold-story-of-windsurf-varun-mohan
• Rippling: https://www.rippling.com/
• Omni: https://www.airtable.com/lp/ai-psu-plp
• How ChatGPT accidentally became the fastest-growing product in history | Nick Turley (Head of ChatGPT at OpenAI): https://www.lennysnewsletter.com/p/inside-chatgpt-nick-turley
• Palantir: https://www.palantir.com/
• Harvey: https://www.harvey.ai/
• v0: https://v0.dev/
• Everyone’s an engineer now: Inside v0’s mission to create a hundred million builders | Guillermo Rauch (founder and CEO of Vercel, creators of v0 and Next.js): https://www.lennysnewsletter.com/p/everyones-an-engineer-now-guillermo-rauch
• Replit: https://replit.com/
• Behind the product: Replit | Amjad Masad (co-founder and CEO): https://www.lennysnewsletter.com/p/behind-the-product-replit-amjad-masad
• Lovable: https://lovable.dev/
• Building Lovable: $10M ARR in 60 days with 15 people | Anton Osika (CEO and co-founder): https://www.lennysnewsletter.com/p/building-lovable-anton-osika
• Runway Game Worlds: https://play.runwayml.com/login
• Sesame: https://www.sesame.com
• NotebookLM: https://notebooklm.google
• Salesforce: https://www.salesforce.com
• Andrew Ofstad on LinkedIn: https://www.linkedin.com/in/aofstad/
• Stripe: https://stripe.com/
• Eames chair: https://en.wikipedia.org/wiki/Eames_Lounge_Chair
• OpenAI’s CPO on how AI changes must-have skills, moats, coding, startup playbooks, more | Kevin Weil (CPO at OpenAI, ex-Instagram, Twitter): https://www.lennysnewsletter.com/p/kevin-weil-open-ai
• Anthropic’s CPO on what comes next | Mike Krieger (co-founder of Instagram): https://www.lennysnewsletter.com/p/anthropics-cpo-heres-what-comes-next
• IDEO design thinking: https://designthinking.ideo.com/
• Brian Chesky’s new playbook: https://www.lennysnewsletter.com/p/brian-cheskys-contrarian-approach
• The Studio on AppleTV+: https://tv.apple.com/us/show/the-studio/umc.cmc.7518algxc4lsoobtsx30dqb52
• Silicon Valley on HBOMax: https://www.hbomax.com/shows/silicon-valley/b4583939-e39f-4b5c-822d-5b6cc186172d
• Self Edge: https://www.selfedge.com/
• Studio D’Artisan: https://www.selfedge.com/studio-dartisan
• Whitesville T-shirt: https://store.toyo-enterprise.co.jp/shopbrand/ct48/
• Guest Series | Dr. Paul Conti: How to Understand & Assess Your Mental Health: https://www.hubermanlab.com/episode/guest-series-dr-paul-conti-how-to-understand-and-assess-your-mental-health
• Thinking, Fast and Slow: https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555
• The Three-Body Problem: https://www.amazon.com/Three-Body-Problem-Cixin-Liu/dp/0765382032
• Trauma: The Invisible Epidemic: How Trauma Works and How We Can Heal From It: https://us.amazon.com/Trauma-Invisible-Epidemic-Works-Heal/dp/1683647351/
Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email [email protected].
Lenny may be an investor in the companies discussed.
2025-08-31 00:01:12
👋 Hello and welcome to this week’s edition of ✨ Community Wisdom ✨ a subscriber-only email, delivered every Saturday, highlighting the most helpful conversations in our members-only Slack community.
2025-08-28 19:03:31
Enterpret—Transform customer feedback into product growth
DX—The developer intelligence platform designed by leading researchers
Fin—The #1 AI agent for customer service
Asha Sharma leads AI product strategy at Microsoft, where she works with thousands of companies building AI products and has unique visibility into what’s working (and what’s not) across more than 15,000 startups and enterprises. Before Microsoft, Asha was COO at Instacart, and VP of Product & Engineering at Meta, notably leading product for Messenger.
What you’ll learn:
Why we’re moving from “product as artifact” to “product as organism” and what this means for builders
Microsoft’s “seasons” planning framework that allows them to adapt quickly in the AI era
The death of the org chart: how agents are turning hierarchies into task networks and why “the loop, not the lane” is the new organizing principle
Why post-training will soon see more investment than pre-training—and how to build your own AI moat with fine-tuning
Her prediction for the “agentic society”—where org charts become work charts and agents outnumber humans in your company
The three-phase pattern every successful AI company follows (and why most fail at phase one)
The rise of code-native interfaces and why GUIs might be going the way of the desktop
What Asha learned from Satya Nadella about optimism
• LinkedIn: https://www.linkedin.com/in/aboutasha/
• Blog: https://azure.microsoft.com/en-us/blog/author/asha-sharma/
(00:00) Introduction to Asha Sharma
(04:18) From “product as artifact” to “product as organism”
(06:20) The rise of post-training and the future of AI product development
(09:10) Successful AI companies: patterns and pitfalls
(12:01) The evolution of full-stack builders
(14:15) “The loop, not the lane”—the new organizing principle
(16:24) The future of user interfaces: from GUI to code-native
(19:34) The rise of the agentic society
(22:58) The “work chart” vs. the “org chart”
(26:24) How Microsoft is using agents
(28:23) Planning and strategy in the AI landscape
(35:38) The importance of platform fundamentals
(39:31) Lessons from industry giants
(42:10) What’s driving Asha
(44:30) Reinforcement learning (RL) and optimization loops
(49:19) Lightning round and final thoughts
• Copilot: https://copilot.microsoft.com/
• Cursor: https://cursor.com/
• The rise of Cursor: The $300M ARR AI tool that engineers can’t stop using | Michael Truell (co-founder and CEO): https://www.lennysnewsletter.com/p/the-rise-of-cursor-michael-truell
• Inside ChatGPT: The fastest growing product in history | Nick Turley (Head of ChatGPT at OpenAI): https://www.lennysnewsletter.com/p/inside-chatgpt-nick-turley
• GitHub: https://github.com
• Dragon Medical One: https://www.microsoft.com/en-us/health-solutions/clinical-workflow/dragon-medical-one
• Windsurf: https://windsurf.com/
• Building a magical AI code editor used by over 1 million developers in four months: The untold story of Windsurf | Varun Mohan (co-founder and CEO): https://www.lennysnewsletter.com/p/the-untold-story-of-windsurf-varun-mohan
• Lovable: https://lovable.dev/
• Building Lovable: $10M ARR in 60 days with 15 people | Anton Osika (CEO and co-founder): https://www.lennysnewsletter.com/p/building-lovable-anton-osika
• Bolt: http://bolt.com
• Inside Bolt: From near-death to ~$40m ARR in 5 months—one of the fastest-growing products in history | Eric Simons (founder and CEO of StackBlitz): https://www.lennysnewsletter.com/p/inside-bolt-eric-simons
• Replit: https://replit.com/
•Behind the product: Replit | Amjad Masad (co-founder and CEO): https://www.lennysnewsletter.com/p/behind-the-product-replit-amjad-masad
• He saved OpenAI, invented the “Like” button, and built Google Maps: Bret Taylor on the future of careers, coding, agents, and more: https://www.lennysnewsletter.com/p/he-saved-openai-bret-taylor
• Sierra: https://sierra.ai/
• Spark: https://github.com/features/spark
• Peter Yang on X: https://x.com/petergyang
• How AI will impact product management: https://www.lennysnewsletter.com/p/how-ai-will-impact-product-management
• Instacart: http://instacart.com/
• Terminator: https://en.wikipedia.org/wiki/Terminator_(franchise)
• Porch Group: https://porchgroup.com/
• WhatsApp: https://www.whatsapp.com/
• Maslow’s Hierarchy of Needs: https://www.simplypsychology.org/maslow.html
• Satya Nadella on X: https://x.com/satyanadella
• Perfect Match 360°: Artificial intelligence to find the perfect donor match: https://ivi-fertility.com/blog/perfect-match-360-artificial-intelligence-to-find-the-perfect-donor-match/
• OpenAI’s GPT-5 shows potential in healthcare with early cancer detection capabilities: https://economictimes.indiatimes.com/news/international/us/openais-gpt-5-shows-potential-in-healthcare-with-early-cancer-detection-capabilities/articleshow/123173952.cms
• F1: The Movie: https://www.imdb.com/title/tt16311594/
• For All Mankind on AppleTV+: https://tv.apple.com/us/show/for-all-mankind/umc.cmc.6wsi780sz5tdbqcf11k76mkp7
• The Home Depot: https://www.homedepot.com/
• Dewalt Powerstack: https://www.dewalt.com/powerstack
• Regret Minimization Framework: https://s3.amazonaws.com/kajabi-storefronts-production/sites/2147500522/themes/2148012322/downloads/rLuObc2QuOwjLrinx5Yu_regret-minimization-framework.pdf
• The Thinking Machine: Jensen Huang, Nvidia, and the World’s Most Coveted Microchip: https://www.amazon.com/Thinking-Machine-Jensen-Coveted-Microchip/dp/0593832698
• Tomorrow, and Tomorrow, and Tomorrow: https://www.amazon.com/dp/0593466497
Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email [email protected].
Lenny may be an investor in the companies discussed.