Sandi Lin is the CEO and co-founder of Skilljar, which provides online course software for businesses. Every entrepreneur has faced the nearly impossible task of naming their startup. Branding sounds like a fun activity until you realize: There are virtually no decent .com domains available. Negotiations are very time-consuming and potentially fruitless, especially on a lean startup budget. Having a great name is important to your success, perhaps critically so. It’s a pain to change your name later, yet it’s very possible your company will pivot. Your team is wasting precious hours/days/weeks. In the meantime, you have no brand to...
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