By Ryan Richardson · Published 8 October 2026
Once you've found the sentence your asset has to make true, name it. Generate thirty candidate names in one sitting rather than picking the first one that sounds right; volume at this stage is what surfaces a name good enough to survive outside your own head.
Filter the thirty against three tests: could it only be about your idea, can someone say it back correctly after hearing it once, and does it survive being explained badly by a third party. A name that fails the third test dies the first time someone tries to repeat it to a colleague from memory.
A methodology name is usually registrable on its own, separate from your firm name. Search your own country's trade mark register before a single cover gets designed around a name you might not get to keep. Name the sequence your method follows, not the outcome it produces. An outcome name carries a substantiation burden every time you print it; a sequence name just describes what gets done, with nothing to prove.
Thirty candidates generated, filtered to one survivor against all three tests, and a trade mark register search run and cleared before any cover, page or print asset is designed around the name.
| Claim | Value | Source |
|---|---|---|
| Number of candidate names generated before filtering | 30 | The Sixty Steps manuscript |
| Matrix difficulty/coverage for this step | Hard / Often skipped | The Sixty Steps matrix |
| Naming rule to reduce substantiation burden | name the sequence the method follows, not the outcome it produces | Measured in Real Money, Field Manual |