1. Good names have few syllables.
2. If you have two English words. Those are probably not very legally defensible. A fusion noun like “ValuedExpert” is better.
3. Good names grow out of positioning statements.
4. Good fusion noun names need two parts. One part denotative (dictionary meaning) and one part connotative (implied intangibles.) Potentially two connotative word parts become poetic. Poetry is symbolic and becomes harder to understand.
5. Then we start testing names with the positioning statement and see if there is any consistency. If not, it’s thrown out.