Little is more important in forming a new business than choosing the right name. The name of your business sets a tone for who you are and what you do. While there are chapter after chapter written on the importance and steps taken to choose the right name, here is something I find little discussed, but important to consider: don't get cute with the spelling.

Technology companies in particular love odd and offbeat names. These phonic hijinks may be fun, but are they worth the confusion of many that can't figure out the "s" is really a "z" or the "y" is an "i"?

You can loose email and web presence simply because your prospect or customer can't spell your business name or URL. If you have a web presence, make is easy to spell. Remove the Temptation to get cute with the spelling.

Make it easy for people to reach you. Avoid cute when it comes to your business name.