In IT and B2C startups, everything is fine: businesses are created around a cool name, not the other way around. But in deep tech, B2B, and the corporate world, it's not so great. Coming across a project named "Industrial Chemistry for Improving the Efficiency of Oil Fluid Transportation Processes" is easy; almost everyone thinks that an unserious name is a path to the valley of death.

But for these areas, proper naming is no less important. The project should be remembered from the first pitches; every time you are on stage, someone in the audience is exchanging opinions about you, the name is pronounced hundreds of times and remembered. Moreover, not only the name but also the problem being solved. Later, this will work in reverse: your listener will encounter a problem and recall the name. Now, without looking above, try to remember the name from my example?