Scott Kurnit

Founder, Former CEO,
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.
Read More
Quote marks A month after we went public, we changed our name from The Mining Company to, and that made a big difference. 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.
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

Other Flight Templates in this series from this author

Collaborate without groupthink