Wayne creates AI products and edits naming systems. Those roles share the same practical question: how do you turn an ambiguous idea into language that people can understand, remember, and trust?
Naming through a product lens
Years spent building and evaluating digital products have made naming a recurring part of Wayne's work: defining what a product is, choosing the signal it should send, testing how quickly people can say and recall it, and noticing where a clever idea creates avoidable friction.
His method draws on research-informed ideas from cognitive fluency, sound symbolism, semantic fit, memory cues, and product positioning. These are used as practical lenses, not as claims of clinical or academic authority. The goal is to make a naming decision easier to reason about and easier to test in the real world.
Why AI belongs in the process, but not at the end
AI is useful for exploring directions quickly, combining constraints, and revealing options a person may not have written down alone. It is less reliable as a final authority on etymology, cultural context, popularity, trademarks, or availability.
Wayne designed Name Idea Box around that distinction. The tools help generate and compare possibilities; the interface and guides make the remaining questions visible. The user still makes the choice and performs the checks that matter.
What he writes about
Wayne's editorial work covers baby names, product and business names, usernames, fictional naming, shortlist evaluation, and the small language decisions that shape recognition and trust.