Use words that tap into unifying values. 
If a service will be someone’s companion for a while, it better match his or her ideals. Take Grasshopper, the voicemail service for entrepreneurs, as an example. When labeling the voicemail plans, Grasshopper could have gone with the de facto “Basic, Premium, Plus” or “Bronze, Silver, Gold.” Instead, someone pondered the values of their entrepreneurial customers and selected “Start, Grow, Max.” Across industry, location, and demographic, what entrepreneur doesn’t fervently aspire to grow? Zing.

Use words that tap into unifying values. 
If a service will be someone’s companion for a while, it better match his or her ideals. Take Grasshopper, the voicemail service for entrepreneurs, as an example. When labeling the voicemail plans, Grasshopper could have gone with the de facto “Basic, Premium, Plus” or “Bronze, Silver, Gold.” Instead, someone pondered the values of their entrepreneurial customers and selected “Start, Grow, Max.” Across industry, location, and demographic, what entrepreneur doesn’t fervently aspire to grow? Zing.