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A Summary of

Naming a new product? Start with the job.

by
Elizabeth McGuane
Intercom
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Choose a name by looking at the jobs people associate with the product

Who Needs to Remember the Name?

  • Start with the jobs, but keep in mind the customers are the ones who will remember the name
  • Company can view the product differently than the customers

The Paths 

  • Intercom created a bot named 'Operator' to do simple jobs
  • They avoided human names for the bot
    • Didn't want bot to be human-like (i.e. Alexa)

Why Operator?

  • The name operator means the bot is a conduit
  • Operator is an old school name that can be reframed

A Name to Grow into

  • The product can grow and shift, but should follow the guidelines set by the name
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