There's a pretty good article by Seth Godin about this... http://sethgodin.typepad.com/seths_blog/2005/10/the_new_rules_o.html http://sethgodin.typepad.com/set

There's a pretty good article by Seth Godin about this... http://sethgodin.typepad.com/seths_blog/2005/10/the_new_rules_o.html http://sethgodin.typepad.com/seths_blog/2005/10/the_new_rule... One thing to think about is how specific is it? recipes.com should be about recipes. yumit.com could be about anything that is yummy. "Hey, do you know any good vegan potluck ideas?"..."No, Just Yumit!" Now, if you pivot and end up building something like a cat finder for eskimos... "Hurry up, man! It's cold out here looking at all these cats free to a good home! You can just yumit when we get home" It still works!