How should a startup approach what to name their new category? How important is it to do that and how should the company weave that name into their messaging?

Naming is important! Ideally your category is established enough that there are industry terms that you can use. That way you're building brand equity for your brand name...

The category name should make clear to the customer how your the type of technology solves the challenge they are experiencing it. It is critical that the clarity and und...