A name that sticks is sized to the buyer you want and built from words that buyer already uses, not from words you invented. Revenue intelligence worked because revenue leaders care about revenue, inbound marketing worked because it defined itself against outbound in one breath, and lakehouse worked because it fused two things engineers already understood. Test it the boring way: say it in twenty discovery calls, see who repeats it back unprompted a week later, and see who immediately asks the budget question. Avoid names that need a paragraph of explanation, names that only make sense after a demo, and names your competitor could adopt tomorrow with no loss.
4 resources, 4 link-checked.
Lochhead walks through frame it, name it, claim it, and is unusually direct about the better trap of competing on incremental product improvement. Good for hearing category design argued by the person who named it.
On Lenny's Podcast by Lenny Rachitsky 1 hr 20 min
The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem that forced the rename. This is the primary source on the most copied category play of the last decade.
From Gong by Jonathan Costet 10 min read
Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a single line. Useful before you commit a category name to the homepage.
On Grow & Tell by Alex Kracov with Peep Laja 55 min
Open dock.us →Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the product, not just the outcome. Good antidote to abstract category language.
On Exit Five by Dave Gerhardt with Anthony Pierri 53 min
Open exitfive.com →How category design reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
