Name the Job Before the Name
Write a naming brief around the customer job the name must help activate.
Principle: The job gives the name its job. The Move Write the customer job before writing name criteria. Capture the situation, the desired progress, and the stakes. Then decide which parts belong in the name, descriptor, and tagline. Why It Works Names are short. They cannot carry every feature, persona, and promise. A JTBD brief forces tradeoffs by making the buying moment specific. If the buyer is trying to avoid audit embarrassment, "proof" and "control" may matter more than "speed." If the buyer is trying to start a habit, ease and momentum may matter more than authority. Anti-Pattern A word…
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