The right name is the one you pick

Taoist scripture begins with the following passage:

The tao that can be told is not the eternal tao. The name that can be named is not the eternal name. The nameless is the beginning of heaven and earth.

It sounds esoteric and dense, but it’s not. Entrepreneurs deal with this phenomenon all the time.

Hell, my first company was called Who’s Your Daddy Records. The name is juvenile, embarrassing and has zero connection with my entrepreneurial vision or values. Truth is, my freshman year roommate actually came up with the name one night while he was drunk.

Which was fine with me. It had enough instigation capital to get the job done. And so, my teenage brain didn’t give it a second thought. Because the name was merely a formality.

What mattered more was professionalizing my creative expression. Taking extreme ownership over my dreams. Hiring myself and getting my music out into the world.

Besides, who even pays attention to the name of the label anyway?

And here we are, 20+ years, hundreds of concerts, 13 albums and three music films later, and that goofy title remains unchanged.

It’s still not a meaningful name. But it’s mine. Which is all that matters.

Proving, that freedom is the only fashion worth fighting for.

Now, compare that example to the procrastinating entrepreneur who spends so long trying to craft the perfect name for her company, that she talks herself out of launching it.

Another potentially great idea, talked into the ground.

Look, take it from the world record holder of wearing nametag. Don’t drive yourself nuts trying to find the perfect label for something. Most of the people on earth have never heard of you, and never will.

Sure, the name of your new project should be memorable and flexible and unique and not too embarrassing for people to share.

But what’s the right name? It doesn’t matter.

The right name is the one that the one you pick.

And more importantly, commit to.

What do you need to announce to yourself that you feel complete about?