[thaumaturgy]

The article author of course has an interest in convincing startups that naming is important. That doesn't make him wrong, but I think it's easy to see that a name does not a successful business make, and that naming is one of the tarpits that any business owner can get stuck in.

Pop quiz: rate the expected success of each of the following businesses based only on their name:

    Ford
    Reebok
    Nike
    Apple
    Chevy
    Applebee's
    Jack In The Box
    Google
    MicroSoft
    WalMart
    Lowe's (which, by the way, competes successfully with The Home Depot...)

and finally, my personal favorite:

    Pets.com

A "good" name only does one thing: it gives you a very brief head start. It might make it easier for people who aren't really interested in your business to talk about you. How far do you think that will carry you? How far can you get if you avoid the name tarpit entirely, and just concentrate on your brand, your product, or your service?

[Jach]

For another pop quiz, figure out by using only the name and the logo (extra information!) whether these companies are in the hair care business or the digital audio business: http://ridiculousfish.com/blog/posts/logos.html (Submitted it http://news.ycombinator.com/item?id=3876253 )

It really isn't that important.

[halefx]

That was really easy.

"Computer scientist Alan Kay also plays Stan's father on South Park."