Why I stopped buying three-word domains

The first portfolio I built was full of names that made sense on a spreadsheet and nowhere else. Three words, each of them defensible, none of them memorable.

The test I use now is simple: say the name once on a phone call and ask the other person to spell it back. A name that survives that has a market. A name that doesn't is a renewal fee with a story attached.

It cost me about four thousand euros a year in renewals to learn this, which is a cheap education by most standards and an expensive one by mine.