We named a billion dollar “startup” with the guy that named BlackBerry, Febreeze and Swiffer.

The discussion centers on the art and science of naming companies, exploring why a strategic name is crucial for success. The guest, a naming expert, argues that a well-chosen name can create an asymmetric advantage by capturing attention, being easily processed, and offering an element of surprise. He illustrates this with examples like Swiffer, contrasting its success with Clorox's ReadyMop, and Impossible Burger, which defied the natural foods category. The expert details his firm's process, emphasizing creative curiosity, linguistic analysis, and the importance of generating a high volume of ideas. He also touches on managing creative teams, advocating for encouragement over strict leadership and separating idea generation from evaluation.