Name: Don't Call It That — 1st Edition
Brand: No Picnic Press
Price: 30 USD
Availability: InStock
Author: Eli Altman

Moniker

Rose Linke

Whitney Trump

Don't Call It That is not a book about naming. It is a step-by-step workbook that walks you through all the ins and outs of the naming process. Go from zero to a great name in the time it takes you work through this concise, beautiful book.

Don't Call It That

The original naming workbook is back.

The third edition has 62% more content than the second — no minor rewrite here.

Multiple real-life case studies from A Hundred Monkeys projects throughout the workbook.

Direct quotations from clients illustrating how audiences perceive and adopt newly created names.

Three entirely new chapters address market testing names, the widespread preference for shorter names, and distinctions between visual and phonetic name qualities.

The book has been completely redesigned by the fine folks at Moniker.

The third edition has been edited by long-time collaborator Rose Linke, including dialogue transcripts from their collaborative process.

Wordsmash, Rhyme time, Opposites attract, That's not my name, Unlikely allies, and Simple enough.

Exercises underwent comprehensive revision with new additions and modifications to previous ones.

Two earlier chapters merged into a unified positioning chapter called "Condition your position."

What's new in the 3rd edition

The two build on one another — Don't Call It That provides a structured naming process while Go Name Yourself focuses on the creative act of name generation.

A Hundred Monkeys

Out Of Office

Nando Alvarez Perez, Brandon Celi, Fatuchurofi, Pete Gamlen, Julian Glander, Chris Maggio, Ross Mantle, Alistair Matthews, Edward Monaghan, Nadine Redlich, Élise Rigollet, Eric Ruby, Nick Sheeran, Cari Vander Yacht

Name Right Now Bundle

Instead of staring at a blank page waiting for brilliance, each card gives you a thought exercise.

Go Name Yourself

The deck of cards for name generation

Establishes groundwork by helping you understand positioning, context, and audience before naming begins.

Preparation

The deck's core — 45 different naming approaches used professionally. Each card provides a thought exercise to generate name options.

Ideation

Shares naming insights and addresses common misconceptions and obstacles encountered during the naming process.

Lessons

Guides evaluation of generated names for legal, cultural, and practical considerations.

Vetting

It gave you options that all sounded like everything else out there — because AI learns from existing names, and the best names don't look like existing names. The problem isn't generating options. It's knowing which ones are good and why. That's a skill, and it's learnable.

You've probably already tried naming with AI.

Naming is harder than it looks. Don't Call It That gives you the process. Go Name Yourself gives you exercises to generate names right away. Together they cover everything between here and a name you're proud of.

Don't Call It That is not a book about naming. It is a step-by-step workbook that walks you through all the ins and outs of the naming process. Go from zero to a great name in the time it takes you to work through this concise, beautiful book.

Instead of staring at a blank page waiting for brilliance, each card gives you a thought exercise. 90 cards in four suits: Preparation, Ideation, Lessons, and Vetting.

Don't Call It That + Go Name Yourself

The original 2013 first edition, from a limited run of 1000 copies. Illustrations by Curtis Jinkins, lettering by Cathryn Galloway. This edition was sold out — until we found an extra box of books while moving our office. Only a handful of copies left.