Create a New Buzzword or Phrase

Creating a new phrase or acronym not only guarantees uniqueness but also gives you a decided advantage if it catches on. To do this the new word or phrase has to be memorable, relevant, and center on a fresh idea. It also has to make abundant sense in universal English.

It is important any word or phrase you invent is firmly tied to your product, even though at times it may feel like a stone around your neck. Otherwise, if it has any merit, it will be adopted lock, stock, and barrel by the competition. That's especially galling after you have spent so much time and effort educating the public.

Above all else, try to ensure that any buzzword you introduce spreads understanding. Too many computer acronyms are not immediately obvious, such as DDT, which stands for dynamic debugging tool. Too many computer phrases are not correct; freeware isn't free and desktop publishing when it was first described was only desktop printing. This isn't the time to muddy the waters in the hope that others will think you are clever. This is the time to put on your thinking cap and make a contribution.

Another way to achieve a unique advantage is to introduce an industry standard. Examples of firms who have pulled this off include Ethernet (3Com), Zip (PKZip, Inc.), and Acrobat (Adobe). The fact that so few firms are able to do this shows how rarely an opportunity arises. Nevertheless, if you have a ground-breaking product that will help a wide swathe of computer users, there may be a golden opportunity within your grasp. The trick is to make it open enough that it becomes freely adopted, yet protected in such a way you are able to exploit it profitably. Register and trademark the name.

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