David Placek named CapCut, Vercel, Azure, Windsurf and 4000+ products

Most clients come to a naming project absolutely believing with full confidence that they're going to know it when they see it. And the truth is, it almost never happens. I think this year we'll hit 4,000 projects that we've completed. There's a handful of cases where a client had looked at a range of concepts and said, hey, hey, that's it. Most people struggle with this. And, you know, we'll tell people in a very polite way, you're not going to know when you see it. But I know they don't believe me. Part of why clients don't like the bolder names, the more imaginative names that we present is they are looking for comfort. And that's the opposite. What you want to do. I use the expression, there is no power in comfort, not in the marketplace.