BBB: What’d You Call Me?

Naming a business is terrible.

It’s a lot like naming a kid. Plenty of things sound good until you remember the people or rhymes that ruined them.

I went through piles of names. Relevant adjectives, mythological references, completely unrelated nouns that just sounded good, and every combination of them. Most didn’t feel right, and whatever did was already taken.

It was genuinely surprising how un-unique my thoughts were. I’d land on something I liked, only to find someone else had already claimed it years ago.

Eventually, I landed on SuitCraft.

“Suit” comes from the mildly pejorative nickname for the Schmidts and Sandbergs of the world. “Craft” refers to the quiet capability that helped the Pages and Zuckerbergs actually pull it off.

SuitCraft is meant to represent that tradecraft—the structured, unglamorous work that turns ideas into real things.

I’m not sure if SuitCraft has a ring to it or if that’s my tinnitus, but it seems to fit.