Your product is in development, everyone on your team is on the edge of his or her seat and you’ve managed to motivate a large group of people to “wait for it”. Everything would be perfect except for the fact that you have no idea how to call this “thing you’re building.”

Naming can be a hassle for teams because we feel that it somehow dictates our product’s future. And in a way, it does. But that doesn’t mean that it is efficient to spend a perpetual amount of time coming up with a suitable name.