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IMHO you're at a disadvantage if you spend too much time on non-core elements of a product.

So, if the name/domain/brand is crucial to the success of the company (if it's a clothing line for example), then maybe it's worth spending a lot of time brainstorming until you find a .com that works.

But, if the core value-proposition of your product has little to do with the public-facing branding, then your time is probably best spent elsewhere, and you should just buy whatever domain is available ASAP and move on to other things.

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