Product naming process

The outcome

The outcome of the product naming process is a repeatable path through this question: How should a team prepare, diverge, validate, approve, and socialize a name? The working view makes foundation, brainstorm, and shortlist visible so discussion can move from general opinion to a specific action or decision.

When to run it

Run the product naming process when work in documentation and naming repeatedly crosses the same stages or handoffs and variation is causing delay, rework, or unclear ownership. Focus the first version on foundation, brainstorm, and shortlist rather than documenting every possible exception.

How the process works

The product naming process is a controlled sequence with explicit entry conditions, stages, handoffs, outputs, and exit criteria. Its core working elements are foundation, brainstorm, shortlist, and due diligence. Those elements belong together because each changes how the others should be interpreted or acted on.

Process stages

1. Foundation

Capture foundation only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to brainstorm so the relationship can be reviewed rather than inferred.

2. Brainstorm

Capture brainstorm only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to shortlist so the relationship can be reviewed rather than inferred.

3. Shortlist

Capture shortlist only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to due diligence so the relationship can be reviewed rather than inferred.

4. Due diligence

Capture due diligence only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to user validation so the relationship can be reviewed rather than inferred.

5. User validation

Identify the relevant people or groups, their needs, and any important differences in influence, access, or impact. Within the product naming process, connect this entry to approval so the relationship can be reviewed rather than inferred.

6. Approval

Name the decision, the person or body with final authority, the date, and the rationale that should remain visible later. Within the product naming process, connect this entry to rollout so the relationship can be reviewed rather than inferred.

7. Rollout

Capture rollout only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to vocabulary governance so the relationship can be reviewed rather than inferred.

8. Vocabulary governance

Capture vocabulary governance only at the level needed to answer: How should a team prepare, diverge, validate, approve, and socialize a name? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product naming process, connect this entry to rollout so the relationship can be reviewed rather than inferred.