> I can see all the confusion it’s now causing here! Peanuts from a serial entrepreneur in the gallery, having been a co-founder of a full stack digital agency

> I can see all the confusion it’s now causing here! Peanuts from a serial entrepreneur in the gallery, having been a co-founder of a full stack digital agency that helped and watched 10^3 startups ramp during the dot com boom... ## TL;DR: If you're explaining, you've already lost. Consider changing to something you don't have to explain. ## Pick a name you don't have to explain because it's so excruciatingly clear... or so totally meaningless you get to define it. Consider it a red flashing warning sign if you find yourself having to explain because the term you liked is pre-pigeonholed as something else. The comments here are valid, you and the team are hearing, then saying ‘good point but here's all this background’ -- means you market tested the name, and found out. Sooner is always better than later to fix market confusion. Your footprint to fix will never be smaller than it is today (unless someday marketing doesn't matter any more). Plus in the "awareness" stage of marketing you can't fix by explaining. Your first chances are "engagement" or "onboarding" and by then you've already lost revenue to the confusion.