Analysis of successful tech startup names: what really works
Decoding the naming strategies of tech unicorns. Discover the hidden patterns behind the names of Slack, Notion, Stripe and others.
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Viggo BoulangerRelated reading
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Patterns of tech giants
What do Slack, Stripe, Notion, Figma and other unicorns have in common? Their names follow precise patterns that we're going to decode.
Pattern 1: Short and punchy names
- Slack (5 letters): evokes ease, relaxation
- Zoom (4 letters): suggests speed, efficiency
- Stripe (6 letters): evokes simplicity, the straight line
These names are all mono-syllabic or bi-syllabic, easy to remember and pronounce.
Pattern 2: Visual metaphors
- Notion: idea, mental concept
- Figma: contraction of "Figure" + "Magic"
- Canvas: canvas, creation surface
These names use mental images to evoke their function without being literal.
Pattern 3: Invented words
- Spotify: "Spot" + "Identify"
- Zendesk: "Zen" + "Desk"
- Workday: "Work" + "Day"
These portmanteaus combine two concepts to create a new unique identity.
What to remember
Names that work are simple, evocative and memorable. They tell a story in a few syllables and create positive emotion.