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

The 'comfort trap': Safe names get consensus but become invisible. Polarizing names have energy. Andy Grove taught him why BlackBerry's polarization was actually proof it was brilliant

His treasure hunt framework: Greek roots, periodic table, mythology, Roman references—but the real gold comes from unexpected connections (he literally maps out 'small things' across unrelated industries)

Why he rejected 'Impossible Burger' at first, then fought for it: The client wanted 'Natural Farms.' He said no—here's the psychology of why founders always pick the wrong names