Naming
a name you won't regret
How do I choose a business name I won't regret — one that can't be confused and actually helps the business?
You don't have a creativity problem.
You have a process problem.
Either you agonize over the "perfect" name for months while the business stalls — or you pick fast and find the domain's taken and the name confuses everyone cold. Familiar?
You brainstorm from default vocabulary. You sit down and write whatever comes to mind — ten variations of the same idea — mistaking volume for range.
You fall in love before filtering. You pick a favorite before checking pronunciation, spelling, trademark, and domain — then defend the attachment against the evidence.
You evaluate by gut feeling. You choose the name that "feels right" — with no structured scoring across clarity, memorability, resonance, positioning, and scalability.
You spiral in infinite deliberation. You treat naming as a decision that one more option or one more opinion could improve — while the real cost is the time the business loses.
From the naming spiral to a name, locked
"I've been sitting on a shortlist of names for three weeks, asking everyone I know, checking domains in circles — and I still can't commit to anything."
"I have a locked name that passed a generation engine, a viability filter, a six-dimension quality matrix, audience testing, and a stress test — and I secured the domain, handles, and business filing within 48 hours of deciding."
The shift: a good name isn't found by intuition or luck. It's produced by a system that generates volume, filters for viability, and enforces a decision.
You don't just watch lessons.
You leave with 12 real artifacts.
Working documents you actually use — not naming advice. By the end they add up to a locked name, claimed across domain, handles, and filing.
Name Generation Engine Output
An attribute list plus 50+ candidates organized by five generation methods.
Linguistic Range Protocol
Etymology, cross-domain metaphor, phonetic construction, and constraint-generated names.
Initial Viability Filter
A filtered shortlist with five-dimension viability scores: pronunciation, spelling, trademark, domain, social.
Directory Name Architecture
Four-dimension directory scoring: destination signal, community, scope flexibility, member pride.
Name Evaluation Matrix
Six-dimension quality scoring with candidate totals and the strategic winner identified.
Audience Reaction Protocol
Cold association data, comparative preference rankings, and 24-hour recall rates.
Decision Lock Method
A convergence scorecard, gut-check analysis, final selection, and 24-hour lock protocol.
Directory Name Stress Test
Four-scenario validation: referral, search results, niche clarity, scope evolution.
Digital Claim Checklist
A priority-ordered registration tracker: domain, social handles, email, business name — with dates.
Legal Foundation Protocol
Three-level protection assessment, trademark search results, filing timeline, and budget.
Name Usage Guide
Official name, approved variations, prohibitions, pronunciation, and the naming story.
Directory Namespace Strategy
Surface audit, consistency corrections, centralization plan, and external naming guidelines.
Three moves: generate options → test them → lock it
Candidates
GenerateHow to brainstorm and generate strong name options with real range.
- Generate Run the Name Generation Engine for 50+ candidates
- Expand Push range with the Linguistic Range Protocol
- Screen Apply the Initial Viability Filter
- Apply Score your directory / niche name architecture
Criteria
EvaluateWhat makes a name work: clarity, memorability, availability, scalability.
- Weigh Score on six quality dimensions
- Test Run the Audience Reaction Protocol
- Select Commit with the Decision Lock Method
- Apply Run your directory / niche name stress test
Claim
Secure itSelecting the name and securing it across every platform.
- Secure Work the Digital Claim Checklist in 48 hours
- File Run the Legal Foundation Protocol
- Document Write the Name Usage Guide
- Apply Lock your directory / niche namespace strategy
More than videos —
a learning system
Every lesson lives in a platform built to help you actually absorb, apply, and return to the work.
AI Chat per lesson
Ask questions and pull key points, action items, and reflections from any lesson.
Searchable transcripts
The full text of every video — search it, scan it, jump straight to the part you need.
Highlights
Mark the passages that matter and filter the transcript down to just your highlights.
Bookmarks
Save the exact moments you'll want to come back to and reopen them in a click.
Notes
Keep personal notes saved right inside each lesson, exactly where you wrote them.
Playlists
Build custom collections of lessons and sequence the path that fits you.
Certificate
Auto-issued the moment you complete every lesson in the course.
Podcast mode
Listen to the course as audio in any podcast app — learn on the move.
Video controls
Closed captions, speed controls, picture-in-picture, and theatre mode — watch your way.
Favorites
Heart any lesson to pin it to your favorites for quick access later.
History & resume
Pick up exactly where you left off — your place is always saved.
Threaded comments
Discuss each lesson with other students in threaded conversations.
Is this course your right next step?
This is for you if…
- You're naming a new business (or seriously considering a rebrand) and want a process that ends in a committed decision.
- You have a shortlist but keep circling, and you need criteria that replace gut feeling.
- You're building a directory and want your name scored against destination signal, member pride, and scope flexibility — not generic advice.
- You're willing to test top candidates with cold audiences — not just friends biased toward agreement.
- You want real artifacts — a generation engine output, a scored matrix, a claim checklist — not just naming advice.
This is NOT for you if…
- You've already locked a name you're satisfied with and aren't reconsidering it.
- You want someone to validate the name you've already decided on rather than run it through evaluation.
- You want creative inspiration handed to you — this teaches you to generate and evaluate your own.
- You want a quick exercise — this is 8–12 hours across 5–7 days, including 24-hour testing windows.
Be one of the first to tell your story
These courses are brand new. Once you've done the work, tell us how it changed your thinking — your words could be the first testimonial featured right here.
"Here's how this course changed the way I…"
your story here
"The part that surprised me most was…"
your story here
Three ways to go deeper
This course is one piece of a bigger system. Here's the whole map — and where you are on it.
University
Learn at your own paceThis course — full University access is $80 on its own.
Launchpad
Get the tools to execute-
Ebook$10narrative deep-dive
-
Checklists$15self-assessment diagnostic
-
Journal$20reflective application + AI prompts
-
Workbook$25full execution tracker
One of each — the full toolkit for this course is $70 on its own.
You're buying the University piece — the course, its platform, and the artifacts you produce. Bundle all three and save — see pricing below. Each column is also available à la carte: University $80, Launchpad $70, Events $280. See how we build →
Everything. Course price.
Lock in the full bundle today. Every piece ships to your account as it's built — and the price only goes up from here.
$430 value when complete
Everything, for the price of just the course.
- 12 lessons + AI Chat, transcripts, highlights, bookmarks
- Ebook + Checklists + Journal + Workbook shipping soon
- Workshop + Sprint + Challenge access shipping soon
- Certificate on completion
- Clinics included free — $20 each on their own
The price goes up as content ships — the founding price never comes back.
Not ready to commit? Attend our live workshops, sprints, and challenges for free — just show up. No signup, no credit card. If you like what you experience, the founding price locks in everything permanently.
Every piece below ships to your account as it's built — free, at your founding price:
- Naming — 12 lessons Digital$80 valueLive now
- Ebook Digital$10 valueIncluded
- Checklists Digital$15 valueIncluded
- Journal + AI Prompts Digital$20 valueIncluded
- Workbook Digital$25 valueIncluded
- Workshop Events$40 valueIncluded
- Sprint Events$80 valueIncluded
- Challenge Events$160 valueIncluded
- Total value when complete$430You pay $80
↑ as the tools ship, the price rises
↑ as the live events go up, it rises again
Full $430 value, fully builtWhat ships when?+
- Week 1: Workshop Part A (courses 1–3) + Ebook ships.
- Week 2: Workshop Part B (courses 4–6) + video lessons go live + Checklists ship.
- Week 3: Sprint recordings + Journal ships.
- Week 4: Challenge recordings + Workbook ships.
Or start bigger — the same deal at every scope:
Course
1 course + tools + events
$80Pod
All 6 Identity courses
$320Pillar
All 36 Framework courses
$960University
All 324 courses
$4,320Same deal at every scope — everything included, price goes up as content ships. See How We Build →
Prefer one piece? Single University, Launchpad, or Events access. · See How We Build →
Founding Access — Naming
Full bundle (University + Launchpad + Events) · $80 · pre-sale founding rate
[ Simplero checkout / order-form embed renders here ]
Wire this to the Simplero Founding bundle product for this course.
The first step of the Identity journey
Naming is course 1 of 6 — the start of Identity. Lock the name first, because every other decision in this pod — domain, entity, brand, voice, color — depends on knowing what you're called.
You are here — lock the name.
You're not doing this alone
Every lesson has a discussion where you share your work and read how others approached the same prompt — so you see the patterns, not just your own answer.
“Post your experience, read two others, and notice the patterns.”
Per-pillar discussion forums are coming as the community grows.
Before you decide
Can't I just pick a name I like and move on?+
You can — and most people do, then discover the domain's taken, the trademark's claimed, or the name confuses everyone cold. The system catches all of that before you commit.
I've been stuck for weeks — will this actually get me to decide?+
Yes. The Decision Lock Method has a convergence scorecard, a gut check, and a 24-hour commit sequence — it's built specifically to end the deliberation spiral.
Isn't registering an LLC enough legal protection for the name?+
No — entity registration isn't trademark protection. The Legal Foundation Protocol covers state and federal trademark search and filing so you don't get a cease-and-desist later.
Who should I test names with?+
Cold audiences, not friends and family who are biased toward agreement. The Audience Reaction Protocol uses cold association, comparative preference, and 24-hour recall.
How much time does it really take?+
8–12 hours across 5–7 days, including deliberate gaps for audience testing and 24-hour recall windows between steps.
What do I actually walk away with?+
12 working artifacts — from a Name Generation Engine output and a six-dimension Evaluation Matrix to a Digital Claim Checklist and Name Usage Guide.
How do I choose a name I won't regret — one that can't be confused and actually helps the business?
Stop circling the shortlist. Generate, test, and lock a name — then claim it within 48 hours.