Bold Names Create Tension

David Plasik's approach to naming reveals that the most powerful brand names create discomfort before they create connection. The best names aren't immediately recognized as "right" but instead generate polarization and tension—qualities that signal strength and potential energy in the marketplace.

When creating names, most clients believe they'll "know it when they see it," but this rarely happens. People naturally gravitate toward comfort and familiarity, seeking names that feel safe because they resemble past successes. This tendency leads teams toward descriptive, forgettable names rather than distinctive ones that can build cumulative advantage over time.

The value of a great name comes from its ability to create what Plasik calls "asymmetric advantage"—starting with a distinctive identity that competitors can't easily match. Names like Azure, Sonos, and Windsurf initially faced resistance precisely because they departed from the expected descriptive approach (like "Cloud Pro" or entertainment-focused terms). Yet these names ultimately succeeded because they created experiences rather than mere descriptions.

Plasik's process deliberately seeks polarization within teams. When half the team loves a name and half hates it, that's a positive signal. As he learned from Andy Grove during the Pentium naming process, "polarization is a sign of strength in the word." This runs counter to the consensus-seeking approach many organizations default to.

For leaders making naming decisions:

• Recognize that initial discomfort with a name may signal its potential strength
• Focus on creating experiences rather than describing features
• Ask "what could this name do for us?" rather than "do we like this name?"
• Test names by presenting them as competitors ("our competitor just launched a product called X")
• Understand that domain availability is far less important than finding the right name

For ICs participating in naming discussions:

• Don't expect to immediately recognize the "right" name when you see it
• Look beyond descriptive options that merely state what the product does
• Consider how a name creates a feeling or expectation rather than just conveying information
• Prepare for bold names to face initial resistance, especially from more senior stakeholders
• Remember that "there is no power in comfort" when it comes to standing out in the marketplace

The most valuable names don't just label products—they start stories that unfold over time, creating distinctive identities that accumulate advantage with each interaction.