Are you stuck on finding the perfect name or branding for your startup? I have really been circling around this problem, driving myself crazy for the past couple of weeks, waking up in the middle of the night with AHA moments, only to discard the castoffs of my sleepy brain once viewed in the cold morning light.

And then, this morning, I saw a story in HBR about Angie’s List.

ANGIE’S. LIST.

1.5 million (paying) subscribers. 40,000 reviews every month.

And the worst possible company name ever.

Stop giving yourself excuses, and just go do it. If you have to name your startup Cthulhu’s List because you can’t think of a better company name, so be it. Just START.