Names are a kind of psychic hack.

You give something a name, and it becomes a thing.

People start living in its world. They start bowing to it.

The content of the name affects their relationship to the thing. They get tripped up by the other names it’s similar to.

Names stick. And named things stick. People tend to accept the first named thing of a kind.

In work, if you name something too early, nothing you say will undo the (mis)understandings it leads your peers to.

And in marketing, it pays to name a thing first.