The document discusses considerations for naming new companies, products, or services. It notes that game changing names are 90% strategy and names often don't standalone, carrying more risk. When choosing whether to trademark a name, it's important to consider whether the name is generic, suggestive, descriptive, fanciful, or arbitrary. The document recommends a smart naming process that looks beyond obvious names and gets input from stakeholders. It provides endorsements praising a company called Northbound for their strategic and creative naming work.