You had a great idea. You turned it into something amazing. Something
people need and will enjoy. Something you’re ready to share with the world.

It’s a huge deal.

Creation is what redefines expectations. Removes boundaries. Reshapes society.

And revolutionizes how things get done. It’s what makes progress faster, achievement easier, daily tasks more fulfilling, and individual actions more communally beneficial. No matter how major or minor, how universal or niche, all creations help advance our collective thinking and widen the ways we can experience different facets of life. Thus, creating something is a very, very cool thing to do.


Creations are special. That’s why we name them.


We only name things that really mean something to us. Things we’ve made or made our own. Things that are a part of us, or a part of how we define ourselves. Things we love. Because whether consciously or subconsciously – humans know that names have the power to represent all the wonder associated with those things. All the utility. All the emotions. All the magic. And all the amazing moments enabled by them or shared with them.

Language conveys something bigger than a definition.


While they are deeply interdependent, there’s actually a huge difference between “words” and “language”. Words are utilitarian. They are a collection of symbols assigned to an exact definition and tasked with the job of enabling standardized communication. Important? Unbelievably so. But language is… a lot more than that.

Language conveys something bigger than a “definition”. It conveys an idea. A promise. An experience. An ambition. A lesson. A desire. Language does more than enable joint understanding. It inspires. It motivates. It satisfies. It resonates in a place beyond the mind found deep within the heart.

The amazing thing about language is its stopping power. You don’t just see it or hear it. You feel it. And that feeling – that intangible “click” that happens when you come across something more than just words on a page – slows the world down for a breath or two. Creating a sliver of space to reflect, identify and internalize what’s being expressed.

Language may start out as words, but the context surrounding those words transforms them into something more significant. More purposeful. More powerful. Something that settles into the psyche and brings out its most intricate emotions. Something that won’t be forgotten.

But here’s the catch. To move beyond words and create language for any given context, you need the choose the right words.

The right words will translate your offering into truly powerful language.


While the “right” words – words with the potential to transform into language – will differ between contexts, they tend to share some common traits.

They are distinctive – breaking free of the mundane, the repetitive, or the commonly used. They are articulate – possessing the specificity to convey something crisp and transferable. And they are rich – having both the vividness and transparency needed to produce relevant associations.

Finding words with the potential to become language isn’t easy. As much a science as an art, it requires deep thinking, structured exploration, and conscientious selection. The best storytellers – as well as the best stories – are as intentional as they are original. As rigorous as they are imaginative.  As discovered as they are inspired. And that’s what allows them to resonate both analytically and instinctively.

And that’s what you need. Words that will be transformed by the context of your creation – by the benefits it delivers, the emotions it ignites, and the experience it enables – into the more magical medium of language. Leaving you a name that will make a profound and lasting impression on your target audience.

– By Tanya Gustafson