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Naming your startup  

Jason Cohen on naming your startup:

So now that we've dispensed with the idea that naming your company will dictate its fate, we still come back to the simple truth that the name is important, but to you, not to others. You're the one who has be to proud to be the founder of this company, even when all the other person knows about it is its name. So let that be your primary metric of name-worthiness.

Agreed, with one caveat: if your customers keep asking for an option to hide your branding, chances are it's because they don't like your branding (if they liked it, they'd want to display it, for example by adding "Sent by my iPhone" at the bottom of every email...). Branding has many components, but name is one of them. If everyone wants to hide your name, maybe they just don't like it.

More from the library:
What have you done wrong?
How to find a business cofounder that doesn't suck
Joel Spolsky's method for splitting shares in a startup