| name | naming-workshop |
| description | Facilitates business or product naming with brainstorming frameworks, evaluation criteria, domain checks, and trademark considerations. Use when naming anything new. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Naming Workshop
When to Use This Skill
Use this skill when you need to:
- Name a new business, product, service, or feature
- Rename an existing brand or product line
- Generate name options for a podcast, newsletter, course, or community
- Evaluate name candidates against objective criteria
DO NOT use this skill for tagline writing, domain purchasing, or trademark filing. This is for the naming ideation and evaluation process.
Core Principle
A GREAT NAME IS MEMORABLE, SPELLABLE, AND AVAILABLE — IT DOES NOT NEED TO DESCRIBE WHAT YOU DO, BUT IT MUST NOT CONFUSE PEOPLE ABOUT WHAT YOU DO.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| What to name | "What are you naming? (business, product, feature, event)" | Must be provided |
| Description | "Describe what it does or offers in 1-2 sentences." | Must be provided |
| Audience | "Who is the target customer?" | Must be provided |
| Tone | "What feeling should the name evoke? (professional, playful, bold, minimal, techy)" | Bold and approachable |
| Names you like | "Share 2-3 brand names you admire (from any industry) and why." | None |
| Names to avoid | "Any style or direction you dislike?" | None |
| Domain preference | "Must have .com, or open to alternatives (.co, .io, .xyz)?" | .com preferred |
GATE: Confirm brief before brainstorming.
Phase 2: Generate
Naming Frameworks
Use 4-5 of these approaches to generate 30-50 candidates:
- Descriptive — says what it does (PayPal, YouTube)
- Suggestive — hints at the benefit (Pinterest, Slack)
- Abstract — invented word, no direct meaning (Kodak, Xerox)
- Metaphorical — borrows from another domain (Amazon, Apple)
- Compound — combines two real words (Facebook, Snapchat)
- Acronym — letters from a longer name (IBM, NASA)
- Founder-based — uses a person's name (Tesla, Bloomberg)
- Foreign word — uses a word from another language (Volvo, Audi)
Generation Rules
- Generate at least 30 candidates across multiple frameworks
- Include a mix of safe and bold options
- Note the framework used for each name
- Do not self-filter during generation — quantity first, quality later
GATE: Present the full candidate list before evaluating.
Phase 3: Evaluate
Scoring Criteria
Rate each shortlisted name (top 10) on these criteria (1-5 scale):
| Criteria | What It Measures |
|---|
| Memorability | Can someone recall it after hearing it once? |
| Spellability | Can someone type it correctly from hearing it? |
| Pronounceability | Is there only one obvious pronunciation? |
| Distinctiveness | Does it stand out from competitors? |
| Tone match | Does it feel right for the brand personality? |
| Scalability | Will it still work if the business expands? |
| Domain availability | Is the .com (or preferred TLD) available? |
Deliverables
1. Shortlist with Scores
- Top 5-10 names with evaluation scores
- Pros and cons for each
- Domain availability status (check .com, .co, .io)
2. Trademark Preliminary Check
- Quick search for existing trademarks in the same class
- Note: this is a preliminary screening, not legal advice. Recommend professional trademark search before final decision.
3. Name Presentation
- Each finalist with a one-line rationale
- Mockup suggestion: how it would look on a website header, social profile, or business card
Phase 4: Polish
Decision Framework
If the user is stuck between finalists:
- Say each name out loud 10 times — which feels natural?
- Text it to 5 people and ask them to spell it back to you
- Imagine introducing your business at a conference using that name
- Check social media handle availability
Next Steps Checklist
Example 1: AI Productivity Tool for Freelancers
Candidates: FlowForge, TaskPilot, Workstream AI, Nimblework, LaunchPad, Cog.co
Winner: FlowForge — suggestive (flow + building), memorable, .com available, works for expansion
Example 2: Newsletter for Startup Founders
Candidates: The Bootstrapper, First Round Notes, Founder Fuel, Ship It Weekly, Zero to Launch
Winner: Founder Fuel — compound, energetic tone, scalable beyond newsletter format
Anti-Patterns
- Describing everything in the name — "AI-Powered Automated Social Media Content Creation Platform" is a description, not a name.
- Misspelling real words — "Lyft" and "Flickr" worked because of massive marketing budgets. Most misspellings just look like typos.
- Too similar to competitors — a name one letter different from a major competitor invites confusion and legal risk.
- Falling in love with an unavailable name — if the .com is taken and the trademark exists, move on. Attachment to unavailable names wastes time.
- Naming by committee — too many opinions produce bland compromises. Limit final decision to 1-2 people.
Recovery
- User hates all candidates: Ask which 3 they dislike least and why. The reason for rejection often reveals unspoken criteria. Adjust and regenerate.
- Perfect name but domain taken: Try adding "get," "use," "try," or "hello" as prefix. Or consider alternative TLDs (.co, .io) if the audience is tech-savvy.
- Name is great but hard to spell: Test it — ask 5 people to spell it after hearing it once. If more than 1 fails, it is a problem.
- Cannot commit to a name: Set a deadline. A good name shipped beats a perfect name in limbo. Names build meaning through use, not through the word itself.
