10 January 2024 |

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By Ari Murray

Promise me something, okay?

Before you name anything, ask 10 people to tell you how the name is pronounced. 10 totally uninvolved people. Ideally different ages and in different places. 

I’m talking before you name a new company. A new product line. Your community. Anything. 

🌅: If it’s hard to say – that’s bad. 

🌅: If it’s hard to spell – that’s bad. (Searching for something and can’t spell it means hard to find means what if they don’t find it?????) 

If all 10 people that you type the name of the thing to don’t say it back to you the way you intended, rename it. Brands and products that people can’t say the name of with confidence are, well, talked about less.