I think something most people miss is in the "X for Y" is that the choice of X also dictates a feeling. For example, "1-800-Flowers for cleaning" and "Uber for

I think something most people miss is in the "X for Y" is that the choice of X also dictates a feeling. For example, "1-800-Flowers for cleaning" and "Uber for cleaning" both could describe the same product, however I'd rather use the latter. I'm building a developer tool, and "Parse for ___" is very different than "Oracle for ___". This is good shorthand when talking to investors, and it's even better for the people building the product to have a guiding light. It's similar to "mood boards" used in design -- it helps people agree on a feel for a site, and the final design can capture the mood without actually copying. It can also help you make decisions. Your new company doesn't have an identity or M.O. yet, so when you're stuck, you can ask yourself WWUD? (What Would Uber Do?) That being said, you have to eventually grow out of it. If a year into the process you're still calling yourself "Uber for dog walking", you have an identity problem -- rather than building your own startup, you're merely co-oping the goodwill of another company without doing any work yourself.