Name

Criterion Ventures works in conjunction with our client or partners to name the essence of the need and offering as well as its distinctive characteristics.  Framing an issue well creates differentiation within the competative world of social change and new business.

Since our lens tends to be one of social entrpreneurs searching for large-scale solutions to social problems, Criterion leverages our network to spot trends and common desires.  A two pager written early in our work on a venture often evolves dramatically as conversations, research, and due dilligence move us closer to execution. 

Strong clear naming at the outset will allow an idea to persist through these changes and grow from them.  Hence, we hold space for the development of an idea. We push on the need, understand the relevant contexts and trends, clarify the objectives, and play with the positioning.

We are relentless in creating an identity that communicates the idea and the venture succinctly and powerfully to others.

Naming involves strategy, market research, and branding. Early in ventures, naming allows us to identify and capture moments of alignment, hone in on short-term capital, and attract an early set of committed leadership.