My First Million

How To Name A Billion Dollar Startup (by the man who named Febreze, BlackBerry and Swiffer)

March 14, 2026|Original: 57m|10 key insights|5 min read

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53 minutes

Key Insights

Why Swiffer crushed Ready Mop: $5 billion vs. $200 million—and he says the name accounted for 90-120% of the difference in the first 12 months

The brutal truth about how most founders pick names: "Our attorney called and said we need a name. We spent a few hours on it." That's why they all fail.

His secret weapon: Generate 2,000 names (not 50), not because they're good, but because 'quantity leads to quality'—here's why brainstorming sessions destroy creativity

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