Ask Steve: Naming and Branding

Under10 Playbook

A reader asks: When are branded names preferred over descriptive names? For your naming strategy, you should attempt to brand only one thing. Related post: Should you change a product name? Which will it be? The company, the portfolio, or the product?

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The Enigmatic Appeal of Project Names


Of course you have already guessed that they are all code names given to projects, ones that eventually became well-known hardware or software. If you’ve worked for any amount of time in IT, you’ve most likely worked on a project that was given a code name. A code name separates it from regular work, making it noticeable while at the same time cloaking the specifics. And when it comes to marketing a new product, a cool project name can’t hurt either. Bad Project Names.

Positioning (and naming) in tiers

Under10 Playbook

In this case, it’s merely a naming convention; you would be unlikely to buy multiple products in the Kindle category. I was running a positioning exercise with a team of product managers and VPs.

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Do your personas have names?

Under10 Playbook

"Names are the hooks we hang ideas on." But… should your personas have names? ” Some teams use character names from TVs and movies, like “Data” and “Scotty” and “Rachel.” ” Some even attempt to make the names generic enough to be gender-neutral—remember “Androgynous Pat” character from SNL back in the 90s? Names are important. I prefer personas (and products) have real names.

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Should you change the product name?

Under10 Playbook

Names are the hooks we hang ideas on.—Al The old product name is out; we have a new, super-duper product name. Changing a project code name to a marketing brand name is nontrivial. That's why I always recommend that project names be offensive or embarrassing in some way so that developers don't fall in love with the project name. It's perhaps even harder to change names after an acquisition. Names matter.

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Emerge named Global Leader in the 2019 Clutch Leaders Matrix for Enterprise App Development Companies

Emerge Insights

The post Emerge named Global Leader in the 2019 Clutch Leaders Matrix for Enterprise App Development Companies appeared first on EMERGE | Digital Product Agency.

productboard named a Rising Star on the Forbes 2018 Cloud100 and Why It Matters


Yesterday we were named one of 20 Rising Stars as part of the Forbes 2018 Cloud100, the definitive list of the top 100 private cloud companies in the world, published by Forbes in collaboration with Bessemer Venture Partners and Salesforce Ventures.

eG Innovations Named as a Top 10 Global Vendor for Continuous Application Performance Management

eG Innovations

We are proud to announce that eG Innovations’ flagship monitoring solution, eG Enterprise , was named among the top 10 CAPM tools in the 2019 Vendor Selection Matrix™ for CAPM. Continuous application performance management (CAPM) is a key focus area in the enterprise IT segment.

Product Managers Know How Valuable A Product Name Is

The Accidental Product Manager

As a product manager, you know just how important the name of your product is. We spend a great deal of time trying to come up with the right name that will match the product development definition for each of the products that we manage.

What is an Epic and User Story? How to name Epics & User Stories?

The Product Coalition

Basic understanding of epics & user stories. Continue reading on ». user-story-mapping agile epic jira product-management

Birst Named to Constellation ShortList™ for Cloud-Based Business Intelligence and Analytics Platforms for 4th Straight Time

Birst BI

Today, Constellation Research , a leading technology research and advisory firm based in Silicon Valley, announced that Birst, an Infor company, for the fourth consecutive time, has been named to the Constellation ShortList for Cloud-Based Business Intelligence and Analytics Platforms.

Let’s Abandon Customers and Users

Mironov Consulting

Then chose some more specific names and stick with them. </soapbox> Market Thinking Organizations Product Management Requirements clarity customers labels market focus naming users

How coaching creates great leaders

Lead on Purpose

When I think of leaders who have built great companies, the first name that comes to mind is Steve Jobs. He was arguably one of the greatest CEOs of the modern business era. His vision transformed the personal computer, music, … Continue reading → Leadership Team Building assessment coaching mentor vision

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How coaching creates great leaders

Lead on Purpose

When I think of leaders who have built great companies, the first name that comes to mind is Steve Jobs. He was arguably one of the greatest CEOs of the modern business era. His vision transformed the personal computer, music, … Continue reading → Leadership Team Building assessment coaching mentor vision

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2019 Product Conferences

Product Talk

We are starting to pull together our 2019 conference list. This list is by no means exhaustive. If you know of a product conference that is not on the list and you think it should be, please feel free to recommend it in the comments or send an email to I haven’t decided what events I’ll be attending in 2019 yet, but as soon as I do, I’ll update this post. We’ll also keep updating this list as we hear about more events.

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Transformation Isn’t a Dirty Word

The Product Coalition

Recently I decided to join the CrossFit Cult, so named because of the cult-like devotion and loyalty CrossFitters develop for their sport… Continue reading on ».

2017 Product Conferences

Product Talk

I often get and see on social media questions about upcoming product conferences. So we compiled a list. I say we because my assistant, Karen did most of the heavy-lifting. This list is by no means exhaustive. If you know of a product conference that is not on the list and you think it should be, please feel free to recommend it in the comments or send an email to This year, I’ll be attending: Front Conference in Salt Lake City in May.

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Use This Equation to Determine, Diagnose, and Repair Trust

First Round Review

Anne Raimondi has headed up product, marketing and operations at big names throughout tech. This one lesson is at the heart of her approach to leadership. Continue reading at First Round Review »

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Mental Models Applied: Using A 2×2 Chart For Handling Competitive Objections

The Secret PM Handbook

Come up with spiffy names for the axes, and for the quadrants. I used “Right projects, right people” for the name of the magic quadrant. And then the obvious flipped names for the other quadrants. Clever names. Naming the quadrants is an art – I’m sure there are better names than I’ve come up with in a few minutes. Leave me your suggestions for quadrant names in the comments and I’ll update the post if I get some good ones!).

10 Product Conferences We’re Excited About in 2019


Last January, LinkedIn named product management one of 10 most promising careers of 2018, with 30 percent more job openings year over year and a career advancement score of 8 out of 10. Glassdoor named it the ninth best job in America, with more job openings. 2018 was a good year to be a PM. The post 10 Product Conferences We’re Excited About in 2019 appeared first on ProductCraft by Pendo. Reviews Conferences

Yahoo to become Altaba

Under10 Playbook

The new name is meant to be a combination of the words “alternative and Alibaba,” according to a person familiar with the company’s thinking. I've never been a fan of nonsense names but then, my customers are primarily B2B rather than B2C.

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Three Things Salespeople Need from Product Managers

280 Group

To help us dive in to this issue, we interviewed Dave Dersh, an extremely successful and experienced salesperson who has applied his trade for Apple, Dell, and Sun Microsystems to name a few.

How to Use Personality Science to Drive Online Conversions

Nir Eyal

This exclusive book excerpt is from Vanessa’s new book, Captivate: The Science of Succeeding with People, which was recently named as one of Apple’s Most Anticipated Books of 2017.

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A Candid Letter From a Product Management Instructor

280 Group

Names popped up on the list as students logged in, and I checked it carefully. I know that Certified Product Manager Online – Virtual Instructor Review is a mouthful of a product name! Believe me when I say that I’ve poured my heart and soul into our online training program.

What is product excellence?


Product excellence defined Product excellence is the name of an approach to product management that emphasizes getting the right products to market faster through deep user insight, a clear product strategy, and coherent roadmap.

Practicing Decision Making with My Newborn Baby

The Product Coalition

One of the first decisions to be made is deciding on the name for the newborn baby. For that reason exactly, I know people who took months to name their child, and during all that time it was called “the baby”. Eventually, we had 4 names we both believed were good candidates.

How to Use AI to Boost Personalization in Untold Ways

AB Tasty

There’s a single key to modern marketing, and that key has a name: personalization. Today’s consumers crave a personalized experience. You need only look at the shopping habits of millennials to know that this is the case.

August Product Update


If storing your data is more accessible than ever, why are big-name customer analytics platforms locking you into their proprietary storage?”. New Features: User property names will now be simplified for easier query building.

Announcing the next AMA – with Jason Fried, Basecamp Founder and CEO.


Ladies and Gentlemen: The core philosophy behind NextBigWhat community is to enable you to build, grow (and repeat ) – meaningfully and sustainably. Our weekly AMA sessions deliver a lot more insights, perspectives and actionable wisdom from some of the best global product leaders. We are extremely happy to announce the next AMA – with none other than Jason Fried, founder and CEO of Basecamp.

Customers value Results, not Tools

Folding Burritos

This focus on results has been described by many different names: It’s the pain we’re solving. As toolmakers , we tend to often be thinking (and talking) about the tools we make and the process of making them. We are Product Hunters , Thinkers , People , etc.

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Tableau Uses Centercode to Increase Beta Team Productivity By 100%


Our team even changed its name from the Beta Team to the Pre-release Team, reflecting the expanded scope of what we are now able to offer the organization.”.

UserTesting pros take the stage at THiS in New York and San Francisco


Creating better customer experiences through the power of human insight is the name of the game.

The Product Roadmap and the Release Plan

Roman Pichler

As their name suggests, these roadmaps focus on the goals the upcoming releases should provide. The second row states the name of the release like iOS 9.3 As its name suggests, it states the goal of a release, the benefit it should provide, and the reason for creating it.

19 Product Managers You Must Follow

Under10 Playbook

I'm pleased to be named as one of the 19 Product Managers You Must Follow by Mark Silver at Spectechular. He writes: In order for you to be up to date with the product management community I’ve compiled a list of product managers I think you must follow. Who are they? Read more at 19 Product Managers You Must Follow

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Product in Practice: How One Product Manager Innovates in Big Companies

Product Talk

People started using the product name as verb. One of my goals at Product Talk is to showcase what good product management looks like. Today, I’m excited to introduce a new series, Product in Practice, where I’ll profile product managers doing great work.

A guide to webform testing best practice


From a testing perspective, these workflows also require individuals to enter personal information, such as first name/last name, address, phone number, and so on. For example, entering in a first name feels the same whether it is your own name or someone else’s name). .

Collaboration without constraints: RealtimeBoard is now Miro


Collaboration without constraintsI’m excited to announce that as of today,we have a new name and brand identity:RealtimeBoard is now called MiroFrom the beginning, we have aimed to help distributed teams work as if they were sitting in the same room.

Modus Turns Eight Years Old!

Modus Create

For the fourth year in a row, we were named to the Inc. We were also named to the Washington Business Journal 75 Fastest Growing Companies list in the DC area, and the #9 best remote employer by FlexJobs. It’s our 8th birthday today!

How to Track Multiple Git Branches in AWS CodePipeline

Modus Create

While not as mature as some of its competitors, such as Jenkins , GitLab and Travis CI (to name a few), it still has many redeeming qualities due to its tight integration with other services in the AWS ecosystem. stack-name example-s3. stack-name example-codepipeline.

Does your app save content offline? Humanize your filenames.

Joe Cotellese

Any application that bills it’s customers should have a human readable file name. It’s frustrating to have a folder full of poorly named files when you are trying to find a specific invoice. Come tax time I’m going to have a folder full of these poorly named files.