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January 09 2012

15:20

3 Keys to Naming Your Product

Two and a half years ago, I co-founded Stroome, a collaborative online video editing and publishing platform and 2010 Knight News Challenge winner. Considering the fact that "video" is one of the most searchable words on the web, our first startup challenge -- actually coming up with a name for our site -- proved to be extremely daunting.

Recently, I was asked by Jason Nazar, founder of Docstoc and a big supporter of the L.A. entrepreneurial community, if I had any tips for startups regarding choosing a name for their product.

A short, 3-minute video response can be found at the bottom of this post, but I thought I'd share some key takeaways with you here:

MAKE SURE THE DOMAIN NAME IS AVAILABLE

Let's face it: We live in a digital age. The fact that a record $35.3 billion was spent online this past holiday season is evidence of that. And in this digital age, the proverbial "open for business" sign that used to dangle in the front shop-window has been replaced with the search bar.

So the first thing to think about when naming your product is this: If the domain isn't available, you don't have squat (more on the concept of "domain squatting" in minute).

But finding an available '.com' is just the beginning. As the web becomes increasingly crowded, a myriad of domain extensions have emerged. A few of the more popular ones include: .tv, .me, .biz. And this doesn't even take into consideration domains for foreign territories.

With all these new extensions emerging, a natural question many entrepreneurs ask is: "Does a place exist that will check all the available domain extensions at the same time?" Actually, there are several.

If you just want to search the "big three" -- .com, .net, .org -- I suggest a site called Instant Domain Search. Just type in the name you want, and the website does the rest.

If you want to search all the extensions, give Check Domains a shot. Not only will it instantly tell you all the domains that are available, when you're done it even takes you to GoDaddy.com, a popular registry site that lets you purchase those extensions you've selected.

Because you never know which domain extension is going to be the next one to take off, my advice is to purchase as many domain extensions as possible. I know .cc (the domain for the Coco Islands) may seem completely unnecessary today, but the last thing you want to do is be held hostage by some domain squatter who had the foresight to buy your domain before you did.

YOU DON'T BE EXACT; YOU CAN ALLUDE TO YOUR PRODUCT

As your business grows, chances are your product line will expand as well. You want to make sure your name grows with it, too. It's okay to leave something to the imagination of your customers. In the "name game," being allusive can be a powerful attribute.

Take the word, "Amazon," for example. For Jeff Bezos, books always were just the beginning. From the very outset, the forward-thinking entrepreneur saw his company expanding well beyond the written word.

Don't kid yourself. The selection of the name "Amazon" was hardly happenstance. Bezos deliberately chose a word that alluded to the business he saw downstream, rather than the actual entrepreneurial waters he set out to navigate in 1995.

Inspired by the seemingly endless South American river with its countless tributaries, the notion of a continuous flow of consumer goods feeding into a massive marketplace perfectly aligned with Bezos' vision to create the world's largest e-commerce site.

Today, when we think of Amazon the first thought that pops into our mind is retail, not a river in South America. Apparently, the Googleplex agrees. Just search the word "Amazon" (preferably after you're done reading this blog).

The first mention of a river or rain forest doesn't appear until page three.

CREATE A NEW WORD THAT CAN DEFINE YOUR COMPANY

Google ... Yahoo ... Facebook ... Twitter ... These words may have existed before they found their way into the pantheon of contemporary popular culture. ("Googol" is the digit 1 followed by 100 zeros; a "yahoo" is a rude, noisy or violent person; "Facebook" is the nickname for the student directory at Phillips Exeter Academy, where Mark Zuckerberg went to high school; "twitter" is a short burst of inconsequential information.)

But the brilliance of the entrepreneurs behind the companies that bear those names is that those words are now so far removed from the original meaning associated with them that they are effectively new words altogether.

Yet just coming up with a catchy name isn't really the trick. The real magic is coming up with a word that's connected with your product in such a way that it becomes both a noun and a verb -- at the same time.

Let me give you an example from my own experience--

When we were coming up with the name for Stroome, we wanted a name that would work as both a noun and a verb. Much in the same way people now say, "Google it," we wanted people to say, "Stroome me," when they had some great content they wanted to share. Of course, we didn't have the word "Stroome" yet. But the Dutch did -- "Strømme."

It means "to move freely," which is exactly what we want our site to facilitate -- the movement of ideas, points of view and content freely between people. We played with the spelling a bit, but the name was perfect.

A FINAL THOUGHT

Without question, naming your product is important. But it's also a great opportunity. The right name can distinguish you from the competition, as well as differentiate your product from seemingly similar offerings.

So when naming your product here are three things to remember. First, make sure the name you chose is available across as many domains extensions as possible. And if the domains aren't available, don't get discouraged. Instead, get creative. Second, come up with a name that alludes to who you are, but doesn't specifically say what you do. And finally, if you do have to come up with a entirely new word, don't be afraid to really think outside the box.

Who knows, you might not just be naming your product. You may just end up defining an entire new product category.

This article is the fourth of 10 video segments in which digital entrepreneur Tom Grasty talks about his experience building an Internet startup, and is part of a larger initiative sponsored by docstoc.videos, which features advice from small business owners who offer their views on how to launch a new business or grow your existing one altogether.

May 29 2011

23:01

My vista home premium product key is coming up invalid on my Toshiba laptop. Please Help-need solution

How do I get my Vista Home Premium Product key valid again. Or a new product key! I don't know what to do. I am a student and can't afford a new product key.

Tags: product key need

May 28 2011

14:44

The article as luxury or byproduct

A few episodes in news make me think of the article not as the goal of journalism but as a value-added luxury or as a byproduct of the process.

* See the amazing Brian Stelter covering the Joplin tornado and begging his desk at The Times to turn his tweets into a story because he had neither the connectivity nor the time to do it in the field and, besides, he was too busy doing something more precious: reporting. (It’s a great post, a look at a journalist remaking his craft. Highly recommended for journalists and journalism students particularly.) (And aren’t you proud of me for not drawing the obvious and embarrassing comparison to Times editor Bill Keller’s Luddite trolling about Twitter even as his man in Twitter, Stelter, proves what a valuable tool it is?)

* In Canada’s recent election, Postmedia (where—disclosure—I am an advisor) had its reporters on the bus do nothing but report, putting up posts and photos and videos and snippets as they went, keeping coverage going all day, maximizing their value in the field. Back at HQ, a “twin” would turn that into a narrative — as blog posts — when appropriate. At the end of the day, the twin would also turn out a story for print but everything had pretty much been done earlier; this was more an editing than a writing task. I asked my Postmedia friends what had to be done to turn the posts into an article. Mostly, they said, it meant adding background paragraphs (those great space-wasters that can now be rethought of as links to regularly updated background wikis, don’t you think?).

* At South by Southwest, the Guardian’s folks talked about their steller live-blogging. Ian Katz, the deputy editor, said that live-blogging — devoting someone to a story all day — was expensive. I said that writing articles is also expensive. He agreed. There’s the choice: Some news events (should we still be calling them stories?) are better told in process. Some need summing up as articles. That is an extra service to readers. A luxury, perhaps.

* Of course, I need to point to Andy Carvin’s tweeting and retweeting of the Arab Spring. He adds tremendous journalistic value: finding the nodes and networks of reliable witnesses; questioning and vetting what they say; debunking rumors; adding perspective and context; assigning his audience tasks (translating, verifying a photos’ location); even training witnesses and audiences (telling them what it really means to confirm a fact). What he does never results in an article.

* I’ve been talking with some people about concepts for reorganizing news organizations around digital and I keep calling on John Paton’s goal to keep in the field and maximize the two things that add value — reporting and sales — and to make everything else more efficient through consolidation or outsourcing. As I was talking to someone else about this, it occurred to me that in some — not all — cases, not only editing and packaging but also even writing could be done elsewhere, as Postmedia did in its election experiment. I’m not talking about complex stories from beat people who understand topics and need to write what they report from their earned understanding. I’m talking about covering an event or a meeting, for example. The coverage can come from a reporter and in some cases from witnesses’ cameras and quotes. The story can be written elsewhere by someone who can add value by compiling perspectives and facts from many witnesses and sources. It harkens back to the days of newspaper rewritemen (I was one).

Carry this to the extreme — that’s my specialty — and we see witnesses everywhere, some of them reporters, some people who happen to be at a news event before reporters arrive (and now we can reach them via Twitter, Facebook, Foursquare….), some who may be participants but are sharing photos and facts via Twitter. Already on the web, we see others — bloggers — turn these distributed snippets into narratives: posts, stories, articles.

The bigger question all this raises is when and whether we need articles. Oh, we still do. Articles can make it easy to catch up on a complex story; they make for easier reading than a string of disjointed facts; they pull together strands of a story and add perspective. Articles are wonderful. But they are no longer necessary for every event. They were a necessary form for newspapers and news shows but not the free flow, the never-starting, never-ending stream of digital. Sometimes, a quick update is sufficient; other times a collection of videos can do the trick. Other times, articles are good.

I’ve been yammering on for a few years about how news is a process more than a product. These episodes help focus what that kind of journalism will look like — and what the skills of the journalist should be.

The accepted wisdom of journalism and its schools was that storytelling was our real job, our high calling, our real art. Ain’t necessarily so. The accepted wisdom of blogging has been that now any of us can do everything: report and write, producing text and audio and video and graphics and packaging and distributing it all. But I also see specialization returning with some people reporting, others packaging. Can we agree to a new accepted wisdom: that the most precious resource in news is reporting and so maximizing the acquisition of facts and answers is what we need?

So what is an article? An article can be a byproduct of the process. When digital comes first and print last, then the article is something you need to put together to fill the paper; it’s not the goal of the entire process. The process is the goal of the process: keeping the public constantly informed.

An article can be a luxury. When a story is complex and has been growing and changing, it is a great service to tie that into a cogent and concise narrative. But is that always necessary? Is it always the best way to inform? Can we always afford the time it takes to produce articles? Is writing articles the best use of scarce reporting resources?

In a do-what-you-do-best-and-link-to-the-rest ecosystem, if someone else has written a good article (or background wiki) isn’t it often more efficient to link than to write? Isn’t it more valuable to add reporting, filling in missing facts or correcting mistakes or adding perspectives, than to rewrite what someone else has already written?

We write articles for many reasons: because the form demands it, because we want the bylines and ego gratification, because we are competitive, because we had to. Now we should write articles when necessary.

This new structure changes not only the skills but likely the character of the journalist. These days when I see a journalist talk only about his or her passion to write and tell stories, I worry for them that they will find fewer jobs and less of a calling. But when I hear journalists say that their passion is to report, to dig up facts, to serve and inform the community by all means possible, I feel better. When I hear a journalist talk about collaboration with that community as the highest art, then I get happy.

Let the record show that I am not declaring the article useless or dead. Just optional.

: Seconds after I posted this to Twitter, Chad Catacchio said that by the time the article is written, its’ not news, it’s history (albeit the fabled first draft).

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Don't be the product, buy the product!

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