So What’s ”indeni”
Key takeawaysThis key takeaway was generated through LLMs crawling the page and coming up with an overview of the content.This article explains how the company name "indeni" was chosen during the early development of the product that later became indeni. Faced with repeated questions about the company name and no existing brand, the founders automated a naming process: a script translated 10,000 English words into Latin-character languages, checked roughly 150,000 candidate translations for available .com domains, and saved suitable options with their English meanings. The automated, pragmatic approach led to selecting the Danish word "indeni," which fit the team’s needs and finalized the company name quickly and efficiently.
Why did the founders decide to automate the naming process for the company?
The founders automated the naming process because they were repeatedly asked what the company was called and realized they lacked a name while rapidly building the product. They concluded that a name did not need intrinsic meaning to customers, so they could focus on practicality: finding an available .com domain. Automating allowed them to efficiently generate and validate many candidate names by translating a large wordlist and checking domain availability, rather than spending extensive time on manual brainstorming or debate.
How did the naming script work and what scale was involved?
The naming script took a list of 10,000 English words and sent them through a translation web service for languages that use Latin characters, producing roughly 150,000 translated words to evaluate. For each translated result the script checked .com domain availability and recorded those that were available along with their original English meanings into an Excel file. The author notes the script took less than three hours to write and run, making the process fast and scalable.
What made the word 'indeni' the final choice for the company name?
‘Indeni’ appeared among the translated words whose .com domains were available; it is a Danish adverb meaning inside (indenfor, indeni, ind). The founders were looking for a simple, available domain rather than a name with deep meaning to customers, and ‘indeni’ satisfied those practical criteria. Its availability, understandable pronunciation, and alignment with the team’s desire for a straightforward solution led to selecting ‘indeni’ as the company name.
Not a week goes by without someone asking me – “So, what’s indeni?”.
Those who know me well, know that when I notice something repeating itself, I try to find a permanent solution for it. So what’s a better solution than writing a post about it?
When we first started off working on what today is indeni, we didn’t have a name. We just had an idea and some initial code. We started talking to prospective users and at a certain point, one of them asked us, “So, what’s your company called?”
That’s the first time we realized, we actually don’t have a name.
Strange, but I guess that’s what happens when you try to run as fast as possible. Naturally, something had to be done about it.
There are different ways to pick a name. We decided to make it simple.
We looked at names of other companies, like Cisco, Juniper and SolarWinds, and realized the name itself means very little to the companies’ customers and partners. They may mean something to the founders, but that’s about it. This opened up a whole world of possibilities as there was no need to have a name that actually meant anything significant.
Me being me, I sat down and wrote a script to automate this process. The script took 10,000 words in English and put them through a known translation web service (without violating the terms of use, of course). It tried to translate the words to all languages that use Latin characters and checked the availability of the “.com” domain of the resulting word.
The script ended up checking the “.com” availability of roughly 150,000 words. Those words that had the “.com” available were saved to an Excel file together with their English meaning. It took less than three hours to code and run.
One of the words that came up was indeni:
in-de-ni -adverb ~ Danish.
:inside, indenfor, indeni, ind
That worked for us.
And so, indeni was born.
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