I may be unfairly picking on some really smart, creative people here, but there’s one thing that a lot of practitioners are doing that just drives me up the wall.
A while back I was working with someone who I consider to be nothing short of brilliant, the kind of guy who makes three paradigm-busting breakthroughs before breakfast each morning.
Then I got the e-mail.
He couldn’t wait for our next meeting, he had to tell me right away that he had come up with the perfect name for our latest online product.
“How about ‘Cit-e Update’?”
Okay. Deep, cleansing breath.
My prejudice: anything with “e-” or “i-” is automatically obvious, out-dated, trite, and hokey. It’s not even quaint anymore, it’s just plain bad.
Of course, some exceptions prove the rule, but usually because of a legacy, such as Apple’s iPod, iPhone, iMac, iWhatever. But hey, they’re Apple. The IRS has e-File and you know, it works.
Everybody else should steer clear.
It’s an understandable reflex—communicate quickly that your new offering is online. Establish that you’re reaching out in new ways and the latest technologies. Differentiate the new service from your offline offerings.
Only, it’s…blech.
Better to come up with a great name and then make sure people know it’s online. Better still a name that lets you know it’s an electronic version without the dreaded “e-.”
