Start-Up Lexicon

Start-Up Lexicon

Jack Dorsey’s Secret to Naming Start-Ups: The Dictionary

jack dorsey'

Naming a start-up is hugely important. If you are creating the next big thing, you want it to have a name you like. It’s tough to change branding in the middle of a cultural revolution. WNYC posted an extended interview with Jack Dorsey about agonizing over the naming of his companies, Twitter and Square. It took about two months to come up with the name for Twitter, he said.

DORSEY: We wanted a name that evoked what we did. We wanted something that was tangible. And we looked at what we were doing and when you received a tweet over SMS, your phone would buzz. It would jitter. It would twitch. And those were the early names, Jitter and Twitch. And neither one of them really inspired the best sort of imagery.

COLGAN: They were the names of the company?

DORSEY: They were the names we were considering for Twitter at the time.

COLGAN: So we could all be talking about Jitter. Read More