“I have been naming for nearly 20 years, so it’s rare to learn genuinely new techniques that truly shake up how I approach my work. And yet this book does just that.

We, as namers, are so lucky to have Early’s generosity of spirit. What’s in this book is valuable enough that it didn’t need to be shared, and yet it is.

That value is only heightened by Early’s delightfully funny and honest style. The book makes its case with disarming simplicity and breadth: if an oat company can be named 500 ways, surely you can name your fintech startup. It’s inspiring and encouraging all at once.

Setting aside the boon it is for name generation, this is an incredible resource for naming professionals simply for its examples of naming styles. As we all know, the key to selling a name to a client is often showing well-trodden pathways — precedents of a certain style already in the marketplace — and this book is a treasure trove for that.

And lastly, this book shows how a consummate namer’s brain works. It’s equal parts strategy, creativity, ontology, and provocation. Most of us will never hone our naming skills to quite Early’s level, but we’re lucky to get such a generous peek inside.”