Up to a point. There are some things that the right name can help with: - It gets really boring to have to spell your name out to everyone you meet and talk to

Up to a point. There are some things that the right name can help with: - It gets really boring to have to spell your name out to everyone you meet and talk to. Therefore having one that is unambiguously easy to communicate will save you hours at the boot strapping stage where one of the primary forms of marketing is talking to a lot of people at a lot of events. - Having a name that can only be spelled (or, mostly only spelled) one way will stop a potential competitor stealing traffic. You don't want to be PlayBlox.com when PlayBlocks.com gets bought up by an offshore competitor who you can't sue. Equally ColourLite.com would suck as a name with potentially four common variants to buy or lose traffic to. I certainly think that memorability is overrated. Generally the second time I meet people the conversation goes like this: "Hi, I'm the guy from X..." "Oh, that's the thing for figuring out how to do nasty projects, right? I remember you. How's it going?" No recollection of the name at all. Of course it could just be a bad name! :)