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One of the greatest challenges of product design is naming. What do you call the user-visible parts of the software? What terminology best drives conceptual understanding and ease of use? It's incredibly tricky to get right.

Then, once product development is underway, the Sales and Marketing teams finally pay attention to the emails and suddenly you are hearing, "We can't call this thing that because sales and marketing reasons."

And your naming problem metastasizes…

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