Name

In naming, Criterion Ventures creates an identity that allows an idea to be succinctly and powerfully communicated to others.  When we name, we hold space for the development of an idea.  We push the need, understand the relevant contexts and trends, clarify the objectives, and play with the positioning. 

In the process, we maintain the delicate balance of avoiding premature or easy solutions, which however appealing, might fail to allow all of the needed parties to participate or to fully understand the richness of the opportunity.  In a structured, attentive way, we allow the name to emerge, or the venture to live into a name, similar to how an individual lives into various names throughout a lifetime.

Naming is usually a communal and iterative act.  It requires the perspective of others.  Criterion often leverages our network to spot trends and common desires.  Good naming is essential to the viral ability of a venture.  It enables others to see themselves as part of the project, laying the foundation for invitation.

Naming continues throughout a project as elements come into focus.  If a project appears adrift, a revisit of naming may clarify what is amiss.  A description of the idea written early in our work on a venture often evolves dramatically as conversations, research, and due dilligence move us closer to execution. 

We are relentless in creating an identity that communicates the idea and the venture succinctly and powerfully to others.

Naming involves strategy, market research, and branding. Early in ventures, naming allows us to identify and capture moments of alignment, hone in on short-term capital, and attract an early set of committed leadership.