Something we've been wrestling with all week: what do you call the thing you're building?

The name has to do a lot of work. It has to be memorable. It has to hint at what the product does without being so literal it feels clunky. It can't be taken. It can't be trademarked by someone else. It has to sound good out loud when a parent is telling another parent about it.

We've gone through more names than I can count this week. Some were clever but confusing. Some were clear but flat. A few were perfect — and taken.

Naming is one of those problems that looks easy from the outside. "Just pick something." But the name is the first thing a parent hears. It's the first layer of trust. If it doesn't land, you're fighting the brand from day one.

We're getting close. The criteria we keep coming back to: would a tired parent on a Tuesday night understand what this is in two seconds? That's the bar.

We're not quite there yet, but we're close. Stay tuned.

In the meantime, sign up at getskoolit.com to get first access when we launch.

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