Whatever void you hope to fill with a new product or service, you need a name. Otherwise there’s no way to pitch it, fund it, hype it, or even write home about it. Sure, you can put it off for a while and find some filler: Tom’s Thing or Project Pogo or Idea 7 or Disruption Opportunity or ‘Music App’. After all, before Yahoo, there was Jerry and David’s Guide to the World Wide Web. Before Google there was Backrub.