Scott Kurnit
Founder, Former CEO, About.com
Scott Kurnit is an entrepreneur, angel investor, and media pioneer. He is the founder and former chairman and CEO of About, Inc., as well as the former president of Showtime Event Television, Showtime’s pay-per-view distributor of special programming. He is widely recognized in the media industry as a leader in his field: He’s received awards from organizations like American Advertising Federation, the National Cable Television Association, and the Emmys. Currently, he works as a Board member and angel investor/advisor with a focus on high-growth startups.
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A month after we went public, we changed our name from The Mining Company to About.com, and that made a big difference. About.com was a much better, broader name, and it gave us a bigger opportunity to create a platform company where we could grow any number of verticals.
Flight Template Series: Executive Decision-Making
Brand Name Considerations
Categories
Description
Your company’s name is your company’s identity, and it should not be taken lightly. It can make or break your company. The name should encompass your business’s product offering, values, and personality, but have flexibility for future pivots and tweaks to the business. Before brainstorming the name itself, use this flight to identify key contextual considerations, analyze varying perspectives and interpretations, and set the stage for a name brainstorm, which you will complete with the next flight in this series.
Suggested Questions
Types of Insights
Ideas, insights, and feedback on things to consider before naming your company