Design legend, Don Norman, honored me with an invitation to speak at UC San Diego Design Lab about naming innovations. My talk specifically focused on innovative product descriptors, the part of a name that establishes what the product’s category is, such as “smartphone” or “universal remote”.
Why is a product descriptor important? If you're inventing a “World’s First” product, the invention’s product descriptor should establish a category all its own. But naming a unique product category is not always easy.
In my presentation, “Naming the New”, I detail a best-practice process to develop an innovation’s product descriptor. Real-world project examples for Quell and Cinder illustrate how it works. The video is an hour long, but you'll probably learn a lot if you get through the whole thing.