Gimlet 5: How To Name Your Company

The central challenge of naming a startup is explored, focusing on the podcast company's struggle to find a suitable name. The initial name, American Podcasting Corporation (APC), was widely disliked for sounding outdated. Brainstorming sessions led to considering names from Esperanto, like "Arelo," but these were poorly received. Legal hurdles arose when names like "Signal Bureau" and "Range Media" were already trademarked, leading to the consideration of unconventional names. A naming firm, Lexicon, suggested options like "About That," "Lemon Zest," and "Gimlet." Ultimately, "Gimlet" was chosen, inspired by the "gimlet-eyed" expression, but the host, Alex, experienced doubts before colleagues convinced him it was a good choice.