Descriptive names say exactly what a product or company is, yet they reveal nothing about the personality of the brand
If you want your name to stand out in a sea of sameness and get noticed—without a massive advertising budget—you can't afford to be shy. Descriptive names are boring because they require so little imagination. They don't challenge, excite, or mentally stimulate us. And because they are so predictable, chances are that those names have already been taken, making it difficult to get them trademarked. While descriptive names say exactly what your product or company is, they reveal nothing about the personality of the brand
Focus is saying no to 1,000 good ideas.
Every time I read a management or self-help book, I find myself saying, “That’s fine, but that wasn’t really the hard thing about the situation.” The hard thing isn’t setting a big, hairy, audacious goal. The hard thing is laying people off when you miss the big goal. The hard thing isn’t hiring great people. The hard thing is when those “great people” develop a sense of entitlement and start demanding unreasonable things. The hard thing isn’t setting up an organizational chart. The hard thing is getting people to communicate within the organization that you just designed. The hard thing isn’t dreaming big. The hard thing is waking up in the middle of the night in a cold sweat when the dream turns into a nightmare.
The last 10% is 90% of the work.