When Erik was in navy contracting, he had a 2-man navy contracting company named Syntactical where they did software development for the navy. Erik came up with the name, reserved the domain, and named their company.
He quickly realized that no one knew how to spell the word syntactical which is crucial for a business name. They ended up shutting down the company after 4 years. The lesson learned here was to pick a name for your company that you can communicate easily to people. When you say it, they need to be able to recognize it and be able to spell it in their head. Pick a name that’s VERY simple; the simpler, the better.