Читать книгу Non-Obvious 2018 Edition - Рохит Бхаргава - Страница 60

Naming is the creative art of finding the right words to describe an elevated idea as a trend in an easily understandable and memorably branded way.

Photo: Sources used for names and word lists.

Naming a trend is a little bit like naming a child—you think of every way that the name might unintentionally be dooming your idea to a life of ridicule and then you try to balance that with a name that feels right.

Naming a trend also involves the choice of sharing a specific point of view in a way that names for kids generally don’t. Great trend names convey meaning with simplicity—and they’re memorable.

For that reason, this is often my favorite part of the Haystack Method, but also the most creatively challenging. It’s focused on that critical moment when you brand an idea that will either stick in people’s minds as something new and important, or will be immediately forgotten.

The title for my second book, Likeonomics, came from one of these trend-naming sessions. The concept took off immediately because people understood the idea and the name was just quirky enough to inspire a second look. Finding the right name for an idea can do that.

An effective title can inspire people. It can help a good idea capture the right peoples’ imaginations and urge them to own and describe it for themselves. Of course, that doesn’t make naming any easier to do.

In fact, naming a trend can take just as long as any other aspect of defining or researching a trend. In my method, I try many possibilities. I jot down potential names on Post-it notes and compare them side by side. I test them with early readers and clients. Only after doing all of that do I finalize the names for the trends in each of my reports.