According to Juliet (Shakespeare, Romeo and Juliet), a name should mean nothing, but for a startup, it’s a completely different story. Choosing a name for your startup can be one of the most important decisions you make in the beginning, and for a good reason: it is the most impactful choices you’ll take. That’s why it is pretty common, that startups before getting product-market fit change their names a couple times. Unfortunately, not every startup gets enough time and they realize too late that they chose a lame name. But what is in a name?