Insights

Notes on naming, domains and buying a .com, written for founders who would rather get the name right once.

  1. Why five-letter .com domains hold their value

    Every three- and four-letter .com was registered years ago. Five letters is the shortest length where a name can still be a real, sayable word.

    3 min read

  2. How to test a brand name before you buy the domain

    Seven quick tests that tell you whether a name will still feel right after a thousand customer calls. They take an afternoon and cost almost nothing.

    3 min read

  3. .com or a newer extension, what the choice really costs

    Launching on .io, .ai or .co is a fair way to start. Here is what that choice costs over the years, most of it quietly.

    3 min read

  4. How to buy a domain name that someone already owns

    Most good names are already registered, and many of them are for sale. How to find the owner, make an offer that gets an answer and transfer the name safely.

    3 min read