Word choice: Naming products

It's the one project I've learned to say OH HELLZ NO to: naming products. But if you're going to do it, here's what to keep in mind.

Possibly the most significant name you will give to any non-living thing, your Product Name either hits you as the most perfect name ever… or is something you toss and turn over. Something you throw so much time and endless resources at. Hiring agencies. Replacing agencies with your nephew. Waking up with really bad ideas that you swear are incredible i…