slepp has picked a winning company name

For $200 they received 343 writing concepts from 77 writers!

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Starts:20-Jul-14 3:46 p.m. GMT

Ends:3-Aug-14 3:46 p.m. GMT


Award 1: $200, was awarded to ShimmyK...




Preview: crowdSPRING Contract


File 1: TheConversationProject... (3.5 MB)

Uploaded on 20-Jul-14 3:41 p.m. GMT

Creative brief

The buyer added updates to the brief. Read them.

What does your company do?

The Conversation Project is dedicated to enriching the way we talk about complex social challenges. We produce a podcast that brings thoughtful people around the table to wrestle with specific social questions. More like a focused brainstorm than a traditional talk show, guests collaborate to create usable outputs, such as product ideas, frameworks, and infographics. Episodes range in topic from clean energy to urban mobility to how Google might address affordable housing in the Bay Area, and are held together by the dedication to reach a resolution – however 'beta' it may be.

Do you require that a .COM or other URL be available for the new name?

I will accept a .com with an acceptable variation on the exact name

What is your industry?

Publishing and Media

Describe your customers

Our (extremely rough) target audience includes:
• A general audience interested in engaging with social challenges, and primarily seeking entertainment value. Similar to audiences for Charlie Rose, TED, and Intelligence Squared.
• Niche audiences interested in engaging with the specific challenge addressed in a episode, and primarily seeking actionable insights. Similar in demographic to our participating guests.

What 3 things do you want your company name to communicate to your customers?

1) This is not just about what to think but HOW to think - cultivating critical, solution-oriented thinking and inoculating us from simplistic, 'silver-bulleted' thinking. There's a 'meta' element here - giving people the tools to create their own tools. Beyond teaching people to fish, teaching people to make their own fishing poles.

2) This is about creating usable outputs - product ideas, frameworks, infographics, etc. Outputs may not be perfect, but they help us move the ball forward. There's an element of 'perpetual beta' here.

3) This is about creating outputs that invade popular discourse. A 'win' would be if a mainstream/old-guard journalist like Thomas Friedman used an output we created.

List the names of your top three competitors

1) TED - in terms of their target audience and the amount of time people spend watching/listening to TED talks:

2) Reinventors Roundtable - in terms of what they're trying to do (brainstorming about social challenges as entertainment):

3) Intelligence Squared - in terms of their goal of cultivating critical thinking, though they're going about it in a very different way (through polarizing debate rather than collaborative brainstorming):

What character, tenor, or spirit do you wish to convey?

• Open-minded
• Creative
• Critical
• Constructive/solution-oriented
• Fun/clever

Are there specific words or phrases you do not like?

• Anything too definitive, e.g. solution, answer
• Anything too grandiose, e.g. change, action, movement, make the world a better place
• Anything too jargon-y, e.g. beta

Are there specific words or phrases you like?

• Critical
• Generation / Generate / Generative / Generativity
• Iteration / Iterate / Iterative
• Makeshift
• Jam
• Manifest / Manifestation
• Greenhouse
• Powwow
• Propagate
• Lunchbox (personal significance)
• Opposite of silver bullet
• Things that are 'meta' - like 'tools for toolmakers,' 'X about X'
• As philosopher Ken Wilber says, a good theory is one that lasts long enough to get you to a better one.

Do you have other info you want to share?

The deck attached in the materials section is confidential - feel free to get in touch about the project, but please do not circulate :-)

Also, voilà existing brands I love - they're simple, memorable, and relevant to what they represent:
• The Go Game - corporate team-building:
• DAYBREAKER - early morning dance party:
• Brothers & Sisters - used to be a house music party in Oakland
• Breaking Bread - used to be a house music party in London
• The Feast - social innovation conference in NYC:
• Learning To Love You More - used to be an online art project:
• House of Yes - club in NYC:

Brief updates

By slepp on 21-Jul-14 8:55 p.m. GMT
• Don't like the word "catalyst" or "catalyze"
• Don't like words that are too brain-oriented, e.g. brain, brainstorm, mind
• May be best to steer away from mis-spelled and invented words, as they're tough in audio because people can't see them, e.g. tanq (for tank), 2 for "to"
By slepp on 23-Jul-14 12:42 a.m. GMT
A lot of the names being submitted are very cute (e.g. names that rhyme) - I'd love a name that has a bit more gravitas.
By slepp on 25-Jul-14 3:31 p.m. GMT
I would love for the name not to sound like a tech startup. I know that's vague, but I imagine folks will understand :-)