创业者的福音：给公司起名字的8大误区 -- 1:: 来源： Your company name will get used more and last longer than any other investment you make in your business. It's important that you get it right the first time. 公司的名称将会被不断重复地使用，甚至比你任何的投资持续的时间还要长所以，公司的名称至关重要 Here are some of the biggest naming mistakes I've seen entrepreneurs make and why you should avoid them. 下面是笔者所见过的一些企业在取名的时候最容易犯的7大错误 1. You believe your domain name has to match your business name. 1. 认为公司的域名应当和公司名称一模一样 Tesla doesn't own the domain name Tesla.com. Do you think someone wanting to buy a Tesla gives up if they go there and don't find the website? Of course not! They type "Tesla cars" into a search engine and find it in no time flat. And they don't even notice what the domain name is, which by the way is TeslaMotors.com. If Tesla doesn't have to have an exact match domain name, neither do you. Tesla 的域名并不是Telsa.com你会认为，有人想买一辆Telsa汽车，后来却是因为登录网页发现并不是他们想找的就放弃了?当然不是!他们会在搜索引擎输入"Telsa cars"，并且很快就能找到了他们不会注意域名是什么，虽然实际上是TelsaMotor.com就连Telsa都不是域名与公司名一样，那么你也不用纠结了 . You spell your name "creatively." . "有创意"的名字拼写 This is by far the biggest mistake entrepreneurs make when naming their company. The problem with having a name like Naymz, Takkle, Flickr, or Speesees is that you will ever have to spell it when you say it, because it isn't spelled how people hear it. 这是目前为止企业命名时犯的最大的错误问题就在于，当你的公司以类似Naymz, Takkle, Flickr, or Speesees的名字命名时，你得不断重复把它们拼写出来，因为它们读起来跟拼写是不一样的 Plus, Siri and other voice recognition software do not understand names that are not spelled naturally. And if you and your employees have to spell your name out loud people, you are wasting everyone's time and apologizing it, over and over again. 再者，Siri和其他语音辨识软件并不能识别非规则拼写的名字如果你或员工要为别人大声拼写你们公司的名称，这就是在浪费大家的时间，结果导致一次又一次的道歉 3. You use an obscure domain extension to spell your name. 3. 模糊的域名后缀 While it's tempting to create a domain name using a country code such as .me Montenegro, .it Italy, .us ed States, and .io Indian Ocean Territory, those names are tru.ly troubleso.me. In addition to being difficult to spell, these domain names can be hard to pronounce, especially when unaided by a visual identity. How do you pronounce Copio.us? Is it "Copio dot U-S" or "Copious?" Equally troublesome is that the human eye is trained to stop when it s a period. So a name like Copio.us causes people to stop ing ( all the wrong reasons). 创造一个个性的公司域名是一件挺吸引人的事情，比如用 .me代表蒙特内格罗, .it代表意大利，.us代表美国，还有.io代表英属印度洋领地，但是…这些名字太麻烦啦!不仅增加拼写难度，这些名字还很难读，特别是在没有音标辅助的情况下请问，你怎么读Copio.us?读Copio 点U-S吗?还是Copious?同样的，我们从小被训练遇到句号就停顿，所以，诸如Copio.us这样的名字就会让人中途停顿(不管任何理由) . You business name is too niche. . 公司名称范围太局限 You don't want to outgrow your business name. What if Amazon had been named Bookstore.com? They would be limited to selling books. One name that outgrew itself is Burlington Coat Factory. When they were naming their store, they didn't think far enough into the future. When they expanded their product offering, they had to change their tagline to, "We're more than just coats." 你不想把公司名字取得过于夸大但是要是Amazon的名字是Bookstore.com呢?那它只能局限于出售书籍有一间这样的公司，名叫 Burlington Coat Factory，在最初为商店命名的时候，他们并没有多想然而，当他们扩充业务范围的时候，就必须改变销售标语——"我们不仅仅卖外套" 5. Your name pronunciation is not güd. 5. 听起来不好听 Your name should be approachable and intuitive to pronounce in your brand's country of origin. Don't rely on punctuation marks or letters in different colors to aid in pronunciation. Your name will not appear in color in the press or in search-engine results and people go batty trying to find accent marks and umlauts on their keyboard. 公司名称必须接近并直接反映品牌的原产地别指望用不同颜色标出字母可以帮助发音你的公司名称不会被印在出版媒体或搜索引擎的结果中，同时人们也会因为找口音标记或变音而抓狂 6. You invent a clunky coined name. 6. 名字无趣冗长 If you invent a new "word" your name, be careful that it doesn't sound unnatural. Mashing two words together or mixing up a bunch of letters to m a new word rarely appears or sounds smooth. And be cautious using trendy suffixes to make up a new word. Sprayology, Teaosophy and Perfumania are all train wrecks. 如果你为公司创造了一个新"词"，要注意不要让它听起来别扭合并两个或多个字母来创造新词通常听起来都不会顺耳还要注意不要用时髦的后缀来创造新词Sprayology, Teapsophy还有Perfumania都是火车事故的残骸(很伤心，又无用) 7. You try to be mysterious. 7. 刻意塑造神秘感 A sure-fire way to annoy people is to choose a name that's completely random and seemingly meaningless. One I wonder about a lot is Vungle. I have no idea what this company does, and I don't want to know. Likewise, can you guess what companies Qdoba, Magoosh, Iggli, Kiip, Zippil, or Zumper do? 有一个被秒杀的方法，就是随机选一个看起来完全没有意义的词笔者想到了一个：Vungle. 虽然我不知道这间公司是做什么的，而且我也不想知道类似的，你能猜到Qdoba, Magoosh, Iggli, Kiip, Zippil,或者Zumper公司是做什么的吗? Blindly following naming trends will lead to nothing but trouble down the road. 盲目追随命名潮流不会获得成功还会导致麻烦连连所以，公司取名，要三思而后行年经典译文备考辅导：拒当房奴租房更好 -- 1::3 来源： 年经典译文备考辅导：拒当房奴租房更好，教师夏娜?里奇怀念她用Glamour Girl美女贴纸给女儿们装饰的游戏室消防员杰?费尔南德兹念念不忘自己在后院安装的迷你高尔夫球场School teacher Shana Richey misses the play room she decorated with Glamour Girl decals her daughters. Fireman Jay Fernandez misses the custom putting green he installed in his back yard.不过，打从他们不再缴纳月供、搬离自己的房子之后，却发现放弃美国梦也自有其好处But ever since they quit paying their mortgages and walked away from their homes, they've discovered that giving up on the American dream has its benefits.如今，他们两家住在加州帕姆代尔市Club Rancho Drive道的同一个街区在这一地区，楼市的不景气让他们可以租下豪华的房子其中一座是带游泳池的，孩子们可以玩;另外一座可以看到高尔夫球场上的风景而房租都只相当于过去月供的很小一部分Both now live on the 30 block of Club Rancho Drive in Palmdale, where a terrible housing market lets them rent luxurious homes -- one with a pool the kids, the other with a golf-course view -- a fraction of their mer monthly payments.里奇说，我们过上了更美好的生活，真的是这样在放弃缴纳月供之前，她的未偿贷款比房子市值高出了约3万美元'It's just a better life. It really is,' says Ms. Richey. Bee defaulting on her mortgage, she owed about ,000 more than the home was worth.人们越来越甘愿放弃自己的房子，这显示出楼市泡沫破裂所带来的一种矛盾性的改变：在楼市泡沫破裂打碎了人们近乎神圣的有房梦的同时，却可能也在为经济复苏扫清道路People's increasing willingness to abandon their own piece of America illustrates aparadoxical change wrought by the housing bust: Even as it tarnishes the near-sacred image of home ownership, it might be clearing the way an economic recovery.抵押贷款数额远远超过了房屋价值，再加上低廉的租金，这些因素少有的同时出现让越来越多的家庭得出结论，新的美国梦就是租房住Thanks to a rare confluence of factors -- mortgages that far exceed home values and bargain-basement rents -- a growing number of families are concluding that the new American dream home is a rental.有些人马上就把房子和抵押贷款都抛在了一边，也有些人只是停止缴纳月供，直到把他们从房子里踢出去这样，他们就释放了现金，可以用在别的方面Some are leaving behind their homes and mortgages right away, while others are simply halting payments until the bank kicks them out. That's freeing up cash to use in other ways.里奇的五口之家用其中一部分钱买了迪斯尼乐园的季票，并计划明年3月份去墨西哥参加狂欢节之游费尔南德兹则可以更多地请女友下馆子吃饭里奇说，我们省下很多钱Ms. Richey's family of five used some of the money to buy season tickets to Disneyland, and plans to take a Carnival cruise to Mexico in March. Mr. Fernandez takes his girlfriend out to dinner more frequently. 'We're saving lots of money,' Ms. Richey says.美国的住房自有率创下了二十多年来的最大降幅，截至9月份已经从年的峰值69.%降至67.6%此外，还会出现更多租房住的人：信贷公司Experian和咨询公司Oliver Wyman预测，那些有能力付月供、却选择“战略性违约”的房主年可能会超过0万人，较年的水平高出3倍多The U.S home-ownership rate has charted its biggest decline in more than two decades, falling to 67.6% as of September from a peak of 69.% in . And more renters are on the way: Credit firm Experian and consulting firm Oliver Wyman ecast that 'strategic defaults' by homeowners who can afd to pay are likely to exceed one million in , more than four times 's level.违约对人们的信用不利，对也不利越来越多的违约可能也意味着纳税人会因救助而蒙受更多的损失Stiffing the bank is bad peoples' credit, and bad banks. Swelling defaults could also mean more losses taxpayers through bank bailouts.
The singer made her debut on the under-30s list in in ninth place, but by she had secured the top spot, a position she has held onto ever since.