In my experience, the best business names tell a story. Instead of just naming your company “Your Name” Plumbing, it’s best to think about what would excite and intrigue your customers.

A great, great example of this is a Vietnamese restaurant I stumbled upon recent trip to San Francisco. My Father’s Kitchen is such a personal, story-rich name that if I hadn’t eaten, I would have gone in right away. It’s clear that I’m going to get an experience informed by the owner’s childhood.

Try to apply this when coming up with a business name. What’s the shortest way to tell the story of your business in its name?