What’s in a name? The power of giving your project the right title

The title given to an IT or other change project can often seem like a trivial afterthought. But research suggests a project's name can have a significant impact on its chances of success – sending important signals about the project and its purpose. 

The name is often the first thing people encounter about a project, and first impressions matter. A catchy or intriguing name can grab attention and generate interest from potential users, investors or stakeholders. It sets the tone and helps to convey the project's aims, values and personality.

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Name choice can also have wide-reaching implications. The announcement of a project’s name is often the first opportunity for sceptics to roll their eyes. But a carefully chosen and impactful name focused on outcomes not only signals the project’s purpose but can increase support throughout the organisation. A name that clearly communicates the project’s mission and vision can help form expectations, excite emotions, galvanise teams and put down markers for the completed project's legacy.