🧃 How to name your startup + reverse-engineering virality

I shared 2 extra videos on YouTube this week.

Today's SIP letter includes a framework for naming startups and 3 steps to engineer viral success from two new episodes of The Startup Ideas Podcast.

Let's get sippin'

​Episode 1: My guide for scroll-stopping startup names

There are three types of startup names. Good names, bad names, and what I call tofu names.

Good names, like Perplexity, spark curiosity and tell you what you're getting.

Bad names, like GameStop, confuse people and send the wrong message.

Tofu names, like Aloe, are bland and forgettable. They just soak in flavor and slide out of your head.

You want to aim for a name that sticks.

I’ll break down 3 naming strategies + a repeatable process for finding novel names.

1) Descriptive names: clear, not clever

A descriptive name tells you exactly what you’re getting. It goes straight to the point.

A name like @somewhereiwouldliketolive says everything you need to know about the content: beautiful photos of desirable living spaces. It's clear, it's compelling, and it attracts the right audience. Descriptive names work well for capturing interest in crowded spaces.

Another way to be descriptive is picking the verb.

Bump was a social app back in the early 2010s that let users exchange contact info by bumping their phones together. The name explained the main feature in one word. Unfortunately, the app didn’t last, but the name was great.

When brainstorming descriptive names, I like to ask questions.

• What's the key action or benefit of the product?
• Can I describe it in one or two words?
• Is there a verb that encapsulates what your product does?

A good descriptive name should make someone say, "I get it," the moment they hear it.

Go for a name that’s clear and action-oriented.

2) Phrases: steal from the zeitgeist

Short, catchy, everyday phrases that people already use make for memorable names. They’re relatable, easy to remember, and come with a built-in audience.

A great example is Boss Babe. Back in 2013, my friend Natalie Ellis saw the term gaining popularity. She snagged the IG handle, created a meme page around female entrepreneurship, and rode the 'Boss Babe' phrase right as it exploded. Now, she’s built a $5M+ business around it.

You can Google Trends (supercharged with Glimpse) to find trending phrases. But there’s a catch - not all phrases make good names.

Your phrase needs to pass what I call the ‘telephone test’. If you say the name over the phone, is it easy to understand, pronounce, and spell?

A name like WhatsApp doesn’t pass the telephone test. It’s popular now, but you had to spell it out for people back in the day. Word-of-mouth will be an uphill battle if you have to spell the name.

Choose a phrase that’s relevant in the zeitgeist and can pass the telephone test.

If people can say it, spell it, and repeat it without issue, you're golden.

3) Funny names: good for more than a laugh

Humor can be a secret weapon when it comes to names. Funny names stick in people’s minds.

I launched a tool in early covid called “You Probably Need A Haircut."

It connected barbers with people desperate for a haircut in lockdown. The barbers coached people through virtual haircuts. People loved it. It resonated so much that Good Morning America interviewed me about it. All from a funny name making people laugh.

Humor will help you stand out, but the value still needs to be clear.

One brand I think does this well is Manscaped. They lean into humor with their content and branding, but at their core, they’re still “the best in men’s grooming.”

Funny names work when they're memorable and direct. They make your brand more approachable, more shareable, and more memorable.

Humor goes a long way - when it’s clever and clear.

4) Hack your way to a novel name

Naming isn’t a one-time brainstorm. The best names come from treating the process like a game and keeping your ears open for inspiration.

Here’s how you do it:

1. Create a “name game” note on your phone. Whenever you hear an interesting word or phrase, write it down.
2. Listen to everyday conversations. Pay attention to how people talk. People say interesting things all the time.
3. Check domains and social handles. Once you have a few ideas, make sure they’re available. A great name won’t help if it’s already taken.
4. Say it out loud. Share the name with some friends or family. Does it make sense to them? Does it stick?
5. Visualize it. Design a rough logo to see how the name looks. Sometimes a name might sound good, but it doesn’t translate visually.

You can also brainstorm with Claude or ChatGPT. Start with a prompt like:

"I'm brainstorming names around [topic/industry]. What are some interesting, clear, direct names that speak to this community?"

From there, have fun with it. Ask for funny names or descriptive names or phrases as names. Whatever you want. AI is the ultimate brainstorming partner.

Make the name game an ongoing practice, and you'll be ready when inspiration strikes.

Full 25-minute episode links:
​YouTube​, Spotify, ​Apple Podcasts​​​​​​​​​

Or skip straight to the juicy parts:

​00:57 3 types of names
​01:41 Naming strategy 1: Descriptive
​02:58 Naming strategy 2: Phrases
​05:27 Naming strategy 3: Funny
​08:04 Bad name examples
​12:07 Good name examples
​16:40 Tofu name examples
​17:57 Hack your way to a novel name
​20:12 Use AI for brainstorming
​22:10 My personal name list

​Episode 2: Reverse engineering virality with Chris Josephs

You might’ve seen meme accounts blow up overnight or brands go viral out of nowhere. It might seem random, but there's a science behind it.

You can approach virality like a repeatable formula.

​Chris Josephs, CEO of Autopilot, took the company from zero to a $1.5 billion valuation in 18 months by reverse-engineering virality. He’s a self-proclaimed social engineer, designing formulas that make sure content explodes.

He's the guy behind the Nancy Pelosi stock tracker. With over 1.5 million followers across his accounts and 1.2 million app downloads, he knows how to grab attention and make it stick.

Chris joined me for a sip to share his formula for reverse-engineers viral moments.

I’ll outline it for you in 3 steps:

Step 1: Build a niche meme account with authority

Want to go viral and build a following? Mix humor with insights. Memes grab attention, but to keep people engaged, they need more than laughs — they need value.

One way to achieve viral success is blending fun, relatable content with authoritative insights.

Here’s how to build a niche meme account with authority:

1. Pick a catchy name. Your name should instantly tell people what you’re about. Chris nailed this with his Pelosi Tracker — an account that tracks Nancy Pelosi’s stock trades. It's clear, controversial, and taps into the curiosity of people interested in finance and politics.

2. Use the “reply guy” approach to gain traction. Start engaging with bigger accounts in your niche. Share insights and funny replies to build visibility in the space.

3. Become an investigative journalist. Find real stories that relate to your niche and add value to your audience. Chris turned boring financial stories (like how government policies affect investments) into funny, viral memes. Insightful content builds your credibility.

4. Marry memes with insights. Be the account that entertains and informs. Memes are your hook, but your insights keep people coming back.

5. Ride the news cycle. Follow what’s trending in your niche, especially controversial topics. Memes tied to real-time news cycles or hot-button issues are perfect for sparking engagement and staying relevant.

6. Don’t be afraid of controversy. The goal is to create a mix of virality (memes) and authority (unique insights) that people will want to follow and engage with. Controversy can work in your favor — just don’t cross the line into bad taste.

The sweet spot for a niche meme account is combining virality with credibility.

Aim to be an account that makes people laugh and makes them think.

Step 2: Find creative ways to build loyalty and virality

Virality comes from doing something so unexpected and cool that people can’t help but share it. You’re going for that “Wow, I’ve got to show this to my friends” moment.

Chris' UFC sponsorship story is a perfect example of this approach.

Instead of a boring banner ad, his team at Autopilot created multiple viral moments around the event. They drove a branded Cybertruck around the Vegas strip. They planted a fake Nancy Pelosi at the fight. They even got Bruce Buffer to read their ad like a fighter introduction. Each element was calculated to get people talking and sharing.

The more elements you can add, the higher your chance of going viral.

Chris calls this “maximizing surface area” for virality. They didn’t bet on one big splash. They created a series of moments that spread organically across different mediums. Think of it like casting a wide net with individual loops designed to catch attention on their own.

The strategy comes down to 4 principles:

• Shock and awe - Do something so unexpected that people can’t help but share it.
• Multiple touchpoints - Create multiple viral-worthy moments around a single event or campaign.
• Audience involvement - Make your audience feel like they're part of the experience, not just observing it.
• Cultural relevance - Tap into conversations and topics people are already buzzing about.

This approach builds more than just awareness. It creates a personal connection with the audience.

People aren't seeing an ad - they're experiencing a moment.

For lasting loyalty and predictable virality, engineer experiences with multiple layers of engagement.

Don’t focus on selling a product. Focus on creating unforgettable moments.

Step 3: Curate free press

Free press is the holy grail of marketing. It's credible, it's viral, and it’s free. But how do you get the media to cover you without paying for it?

You build long-term relationships with journalists in legacy media.

Chris takes a proactive, value-first approach. He doesn’t pitch products – he builds relationships with journalists, offering himself as a helpful resource. Chris is now a go-to source when they need an expert. When he wants attention, he taps into an email list of journalists who already trust him.

Here’s the free press playbook:

1. Find the right journalists. Follow journalists in your niche. Share their articles, comment on their posts, and get on their radar.
2. Be a trusted source, not a salesperson. Reach out with value. Position yourself as a helpful, reliable resource.
3. Share something newsworthy. Give them a story worth writing about. Something that benefits their audience.
4. Follow up when you have something big happening. Once you’ve built trust, keep them in the loop. When you have news, you're not pitching - you're sharing with a friend.

This strategy creates a flywheel effect: more press leads to more engagement, which leads to more press.

When you figure this out, you have your winning viral formula: Authority + Affinity + Engagement.

The goal isn't to go viral once - it's to use virality for sustainable growth.

Full episode links:
​YouTube​, Spotify, ​Apple Podcasts​​​​

​​​

Or jump straight to the juicy parts:

​03:08 Chris’ viral formula overview
​08:00 Step 1: Build a niche meme account with authority
​14:24 Step 2: Find creative ways to build loyalty and vitality
​19:06 Step 3: Getting free press
​23:41 UFC Sponsorship Retrospective
​28:11 How Chris would build a meme account
​40:36 Startup Idea: Twitch for Online Shopping
​46:40 SIP success stories

I hope these insights get your entrepreneurial wheels turning. Forward this email to a friend or share on social media to get others thinking.

If you have a startup idea to workshop with me, join me for my YouTube livestreams.

I give feedback to anyone willing to share their idea on stage. Click ​here to subscribe on YouTube so you don’t miss out.

Have a creative weekend,

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