Brainstorm until you find a meaningful and memorable business name. Finding the right name for your startup can have a significant impact on your success. The wrong name can do worse than fail to ...

(Editor’s note: Dharmesh Shah is a serial software entrepreneur and the founder and CTO of HubSpot, which provides marketing software for small businesses. This column originally appeared on his blog.

If you’ve ever tried naming a company, you know it’s a deceptively frustrating process. You think it’s going to be fun—maybe even easy. It starts with some light brainstorming. A few clever ideas. A ...