You're not behind. But you're not comfortable either.

The launch date is real now. The roadmap is locked. The deck is being refined. People are starting to ask, "So what are we calling this?" And every time the question comes up, there's a pause.

You have options. You've had options for months. But none of them feel like the one you're ready to put your name on.

Why This Feels Harder Than It Should

From the outside, it probably looks simple. Pick something. Move forward. Ship.

But you know better. This isn't just a label. It's the word investors will repeat. The shorthand your team will rally behind. The thing customers will Google, question, mishear, and remember.

At sixty days out, naming stops being abstract. It becomes irreversible. And that's when uncertainty gets loud.

The Real Fear Isn't the Name—It's Regret

You're not worried about whether the name is clever. You're worried about waking up six months from now thinking: We rushed this.

You're worried about legal issues surfacing after momentum builds, having to explain why the name doesn't quite fit, carrying a brand you feel you have to apologize for, owning a decision that can't easily be undone.

Because at your stage, renaming isn't just expensive. It's destabilizing.

Why Sixty Days Feels Like the Danger Zone

This is the moment where pressure distorts judgment. Not enough time to forget about the decision. Not enough space to explore without consequence.

Everyone wants resolution. Everyone wants certainty. And you're the one expected to provide it.

So the temptation is real: settle for the least controversial option, default to what's "clear enough," convince yourself the product will carry the weight.

Sometimes that works. Often, it doesn't.

What's Actually Blocking the Decision

It's not that you don't have a good name. It's that each option represents a different bet.

One feels safer—but smaller. One feels ambitious—but riskier. One fits today—but not tomorrow. One excites the team—but makes legal uneasy.

You're not choosing a word. You're choosing which future you're committing to. And you don't get to pretend you didn't know.

The Hidden Cost of Waiting Any Longer

Indecision has a cost too—just a quieter one. You can feel it already: teams hedging in copy, stakeholders using different names in conversation, external partners asking clarifying questions, energy leaking in small, cumulative ways.

Every day without a settled name introduces friction you don't need right now. Momentum doesn't disappear all at once. It erodes.

What a "Right" Decision Looks Like at This Moment

The right name at sixty days out isn't perfect. It is defensible, intentional, aligned with where the platform is going—not just where it is—and something you can stand behind when challenged.

You don't need a name everyone loves. You need one you're willing to own. That's the bar.

The Founder's Job Here Isn't Creativity—It's Stewardship

This is the part no one prepares you for. At this stage, naming isn't a creative act. It's a leadership one.

Your job isn't to find the most poetic option. It's to make a call that protects the company's future while giving it room to grow.

The relief doesn't come from finding the perfect name. It comes from knowing the decision was made deliberately, not reactively.

Sixty Days Is Still Enough—If You Use It Right

There's still time to do this well. Not by reopening everything. Not by chasing novelty. But by clarifying what truly matters—and cutting through the noise.

When the name finally lands, you'll feel it. Not as excitement. As steadiness. And that's how you'll know you're ready to launch.