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Where the HBR piece frames the trade-off, this essay digs into the specific ways a personal name helps early and holds you back later. It is direct about the scaling wall (everyone expects to deal with you personally) and the hiring and delegation friction that follows, which is the part founders underrate at the naming stage.
Should You Name a Business After Yourself?
From Fabrik Brands by Steve Harvey 12 min read
- A personal name builds fast trust for solo and service work, where the founder is the product.
- It gets awkward once you hire, because clients still expect to work with the name on the door.
- A name unhooked from the founder is easier to scale, hand off, and eventually sell.
