CEO of NetFlix naming strategy

Back when Netflix was just an idea, Marc Randolph scribbled down some potential names on a yellow notepad. This list shows how “NetFlix” made the cut—mostly because the domain was available.

Marketing analysis

Sometimes, speed and practicality beat perfection. The founders didn’t even like the name at first. But it was easy to spell, simple to remember, and they could get the domain. That’s what mattered.

Why it works

• Domain availability = fast path to launch
• Short, clear, and descriptive name
• Sounds techy enough to feel “internet-y”
• Once the product succeeded, the name followed

Examples

• Amazon picked its name partly because it started with an “A” and was easy to find alphabetically
• Spotify’s name was a mashup blurted out during brainstorming
• Google came from a misspelling of “googol”
• X (formerly Twitter) simplified branding by owning a short, ownable name