The Browser Company of New York used a 150-year-old naming style ("The [Product] Company of [Location]"). This juxtaposition of an old convention with a modern product was a powerful way to signal original thinking and stand out in a crowded market.

To break free from industry conventions, prompt teams to examine how unrelated industries have solved similar problems—like how thermostats evolved from simple dials to Nest. Posing questions like, "What if Apple designed our product?" can spur truly novel thinking.

A great name isn't just catchy. It must be original within its category, linguistically easy for the brain to process ('processing fluent'), and contain an element of surprise that grabs attention and makes it memorable.

A core ideation technique is to ask, 'What if this but for that?' The key is to connect two concepts that are very far apart (e.g., Japanese architecture and hand soap). The greater the distance between the two, the more 'creative tension' and differentiation the final idea possesses.

To avoid generic brainstorming outcomes, use AI as a filter for mediocrity. Ask a tool like ChatGPT for the top 10 ideas on a topic, and then explicitly remove those common suggestions from consideration. This forces the team to bypass the obvious and engage in more original, innovative thinking.

Avoid clichés like a fountain pen for a copywriting service. Instead, choose a distinctive asset (mascot, sound) that has no inherent meaning in your category. This prevents confusion with competitors and makes your brand easier to recall, like Gong's bulldog mascot for sales intelligence.

To avoid groupthink, assign teams varied briefs for the same project. One team gets the core details, another adds a conceptual ingredient like 'energy,' and a third reframes the product in a new category like 'athletic performance.' This produces distinct types of names.

Instead of using AI to generate final creative work, use it as a tool for anti-inspiration. Figma's CEO asks generative AI for the "10 cliche ways to say this" so he can consciously push beyond the obvious and predictable. This technique helps creators find novel angles and maintain a unique voice.

Adam White credits his company's success to its expansive name over his original, narrow idea, "Executive Report." A broader brand identity allowed for expansion into various verticals and sounded more appealing, which a niche, descriptive name would have constrained from the start.