[Mz]

Spend some time on this but don't get mired in it.

Two sides:

On the one hand, I spent enormous time dreaming up a name for a business. I then registered it with the county, bought the domain name, and blah blahblah. It never resulted in the first sale.

On the other hand, I spent five years working for a Fortune 500 company which has changed it's name twice, once on "a gentleman's coin toss".

The right name has some value (or Bigco wouldn't have changed it) but as others have said you need to worry more about getting customers first.

Best of luck.