The “small” decision that quietly blocks momentum more than most people admit

There’s a pattern I’ve been noticing while talking to founders - especially solo builders and small teams:

The biggest blockers are rarely technical.
Not databases.
Not frameworks.
Not pricing strategy.

But something much quieter:

Naming.

Not because it’s logically difficult - but because it feels like a commitment to identity.

Choosing a name feels like:

• Choosing how the world will talk about your product
• Making the idea “real”
• Committing to a direction before you feel ready

So instead of choosing, founders:

• Keep brainstorming
• Keep searching for domains
• Keep putting it off

And momentum stalls - sometimes for weeks.

I’m building something (CraftName) around this problem, yes - but what I’m actually trying to understand is the psychology:

Should naming be something we refine early, or something we iterate on later - like any other feature?

I’ve seen both philosophies:

Philosophy 1:
“The name sets the tone - it matters early. Take time to get it right.”

Philosophy 2:
“Just pick something, ship, get users - naming comes later.”

I’d really like to hear thoughtful responses - I think there’s a deeper psychological pattern here worth unpacking.