What’s in a Name
Naming a company is a hard thing. It is difficult enough to come up with a name that captures the essence of your vision, but it’s even harder when you need to find a name with a .com domain available. Nate and I had explored many avenues. Pretty much any word in the dictionary (even most foreign words) is taken. We started doing “mash-ups” by taking two words and putting them together. We tried to use words that expressed some aspect of our vision. We focused on ideas like “green”, “environment”, “connected”, “smart”, “energy”, etc. We tried mashing up English words, foreign words, Latin words, but nothing sounded good and had the domain available.
Finally, Nate came up with something we both liked which had an available .com domain. So we plan to name our company:
Aptility
The basis for the name was the Latin word “aptus”. It can mean both connected as well as suitable. It is the root of the English word “apt”, which also has multiple meanings including “smart”. Of course the suffix for the name is “utility”. So Aptility is sort of smart/connected utility. Once we decided on the name, I immediately registered the .com, .net, and .org domains. For the moment there’s nothing on the page except a “Under Construction” notice on ZoneEdit (where it is currently parked). Next up is a logo design…