13 Secrets of Professional Naming Consultants

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When it comes to companies and products, names matter. A slick name makes a company sound trendy and cool, while a terrible name can have customers running into the arms of the competition. Unsurprisingly, many companies take the process very seriously, hiring outside naming consultants who either work within creative agencies or at agencies devoted entirely to naming. We got a few to give us the scoop on how their job really works.

1. IT’S NOT JUST A CREATIVE TASK.

“The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line.

The stakes are just too high for naming to be a purely creative project, because a bad name can break a product. Consider, for example, the major slump in sales ISIS chocolates experienced in 2014 when people began to associate their name with the Islamic State. (The company rebranded itself to Libeert.) And when the AIDS crisis hit in the 1980s, the diet candy company Ayds chose not to change its name, eventually suffering the consequences. (When asked about it, an official from its parent company, Jeffrey Martin, famously snapped, “Let the disease change its name.”) By 1988, the company conceded that the name was hurting sales, and changed it to Diet Ayds. But the product was soon pulled from shelves altogether.

“When you’re naming your kid or nicknaming your car it’s more creative. There aren’t as many consequences,” says Nina Beckhardt, founder and CEO of The Naming Group, a consultancy that works with Chevrolet, Kohler, and Capital One. “But when you’re brand naming, the name you select has to be strategically impeccable. It has to make sense and at least not offend millions of people around the globe.”

2. NAMES CAN’T JUST SOUND GOOD.

Naming isn’t just a subjective choice—really liking a name doesn’t mean it’s a good fit for your company. “People want to get more subjective with it,” Beckhardt says. “They’ll say that name reminds me of my cat or rhymes with such and such. That observation is so enormously unimportant compared with the fact that the name successfully checks all the boxes we created at the beginning.” The point is to find a name that gets across what the company wants to convey, rather than one that every person involved in the naming process loves.

For example, when The Naming Group was working with Capital One to develop their first brand-name rewards credit card, the company had to consider who they were trying to target—travelers. The result was the Venture card, a name with a connotation of adventure and exploration that’s “not right on the nose.”

3. IT HELPS TO HAVE A BACKGROUND IN LINGUISTICS—OR TRADEMARK LAW.

Though naming is essentially an exercise in corporate strategy, naming agencies don’t just employ people with backgrounds in branding and marketing. They also need linguistics experts to help generate names that make sense, have positive connotations in modern usage (i.e. nothing that might have a negative slang meaning), and inspire the associations the company wants to elicit.

Coming up with a name also involves some legal legwork. You can’t name your company or product after something that’s already trademarked. And if you want to expand internationally, the name needs to be available to trademark in other countries as well. That means naming agencies are often looking for people with a background in trademark law.

4. YOU HAVE TO COME UP WITH HUNDREDS OF NAMES, IF NOT THOUSANDS.

“Naming is a game of numbers,” Beckhardt says. “You have to have a lot of options.” Even if the potential names sound great, many are bound to run into trademark conflicts or not work in another language.

So before namers get together to present feasible ideas to the clients they’re working with, they come up with hundreds, if not thousands, of potential options. “At Catchword, 200 names is scratching the surface,” Skoultchi says.

5. BUT THE CLIENT WON’T SEE THEM ALL.

When faced with too many options to choose from, people tend to freeze up in what psychologists call “choice overload” [PDF]. Whether you’re talking about choosing between similar items at the grocery store or an endless array of potential product names, it’s overwhelming to consider all the possibilities. Namers take their initial 200 or 1000 ideas and whittle them down to present only the best (and most feasible) options. At Catchword, that means about 50 names.

But namers can also face the opposite challenge. If a client gets too set on a single idea, it blinds them to what might be better options still out there. “For each project I will get and try to get the client attached to a number of different names,” Beckhardt says, rather than looking for “the prince charming” of names.

6. A NAME CAN BE TOO ORIGINAL

The amount of meaning a name communicates lies along a continuum. On the one end, there’s an overly descriptive name. On the other end, there’s so-called “empty vessel” names, which are so far removed from actual words that they come off as meaningless. The ideal name falls somewhere in the middle, but if you end up too far toward the “empty vessel” side, your name will be a target for mockery.

Consider Tribune Publishing, the media company that owns the Chicago Tribune. In 2016, it rebranded as “tronc,” a name derived from the phrase “Tribune online content.” The move was widely mocked, for good reason. In The New York Times, a branding expert said the name “creates an ugliness.” The new name became a black eye for the company rather than a sign of its forward-thinking vision.

Empty vessel names are particularly common in the tech world, but played right, it can work. Google could be considered an empty vessel name, but it does have an origin, albeit one that most people aren’t familiar with. A googol is a huge number—10100—which makes sense within the context of the search engine’s ability to aggregate results from a near-infinite number of sources online.

7. A NAME CAN’T JUST SOUND GOOD IN ENGLISH.

One reason naming agencies need linguists is that unless a company is only marketing its products domestically, the name needs to work in multiple languages. If your product sounds slick in English but means something dirty in Norwegian, you’ve got a problem.

Plenty of companies have found this out the hard way. The Honda Fit was almost the Honda Fitta, but the company changed the name when it realized that “fitta” was slang for female genitalia in Swedish. The company later started calling it the Honda Jazz outside of North America.

Different languages also pronounce certain letters differently, which gets awkward if you’re not careful. “When we’re developing names we have to prepare for those mispronunciations to make sure that isn’t going to affect how people understand the product,” Beckhardt says. In Germany, Vicks sells its products under the name Wick, because the German pronunciation of the original brand name (in which a “v” is pronounced like an “f”) sounds like a slang word for sex.

Even if the name isn’t vulgar, it might have connotations in another language that you don’t want people associating with your product. In Mandarin, Microsoft’s Bing has to go by a different name, because “bing” means disease. Part of the naming process, according to Beckhardt, is “making sure that if we’re naming a skin care product, it doesn’t mean acne in Japanese.” She adds that at one point, while working on a rebranding project, The Naming Group came up with a name that ended up meaning “pubic hair” in another language. (Obviously, that one didn't get presented to the client.)

8. IF YOU DON’T COME UP WITH A FOREIGN NAME, CUSTOMERS MIGHT DO IT FOR YOU.

Famously, when Coca-Cola first started selling its products in China in 1927, it didn’t immediately come up with a new name that made sense in Chinese characters. Instead, shopkeepers transliterated the name Coca-Cola phonetically on their signage, leading to odd meanings like “bite the wax tadpole.” In 1928, Coke registered a Chinese trademark for the Mandarin 可口可乐 (K'o K'ou K'o Lê), which the company translates as “to permit mouth to be able to rejoice.”

9. COMING UP WITH A CHINESE NAME IS ESPECIALLY COMPLICATED.

Foreign companies are eager to expand into China’s growing market, but it’s not as easy as transliterating an American name, like LinkedIn, to Chinese characters. In some cases, companies use Chinese names that sound somewhat like their English equivalent, but in others, they go by names that don’t sound similar at all. “It’s this crazy art form of balancing phonetic similarity and actual meaning,” Beckhardt says.

Labbrand, a consultancy founded in Shanghai, helps American companies come up with names that work for Chinese markets. For LinkedIn’s Chinese name, Labbrand was able to come up with a name that both sounded a bit like the original and still had a meaning in line with the company’s purpose. 领英 (lǐng yīng) means “leading elite.” For other companies, though, it makes more sense to come up with a name that sounds nothing like the American brand, yet has a strategic meaning. For Trip Advisor, Labbrand came up with “猫途鹰 (māo tú yīng)," a combination of the characters for "owl" and "journey"—a reference to the company’s owl logo and its role as a travel site.

Some names, however, are just straight translations. Microsoft is 微软 (weiruan), two characters that literally mean “micro” and “soft.”

10. THERE ISN'T USUALLY AN ‘A-HA’ MOMENT.

“Oftentimes, clients are expecting epiphany, to have an ‘a-ha!’ moment, but those moments are more rare than you think,” Skoultchi says. “It’s not because the name ideas aren't great, it’s because most people have trouble imagining” what the names will sound like in the real world. “Context, visual identity, taglines, copy, and other factors influence our perception of a name and how appealing it is. Imagine just about any modern blockbuster brand, and now imagine it’s just a word on a page, in Helvetica, with little to no marketing support.”

To help customers understand how a name might look in real-world settings, Catchword gives it a slightly jazzier graphic design that’s more representative of what it would look like in the market, adding in potential taglines and ad copy to make it look more realistic.

11. YOU’RE NOT JUST NAMING ONE THING.

The Naming Group, for example, has worked with Capital One, Kohler, and Reebok to come up with names for multiple products, and they've also worked to establish parameters for future names. That's because what you call one product could have implications for your future products—and ideally, the names of different products across a company should work together.

Take the example of Fitbit. The company has a naming style that involves single-syllable, simple English words that are designed to convey something unique about the product. They also had to fit the tiny devices themselves, so length mattered. The name “Flex” went to the first wristband tracker, and the most advanced tracker became “Force.” Later, the first tracker that measured heart rate would become "Charge," and the one designed for high-intensity athletes, "Blaze." All the names have a similar vibe while managing to convey something about the specific device.

As a cautionary tale, imagine a world in which Steve Jobs was allowed to use his preferred name for the iMac, “MacMan.” (Luckily, an ad agency creative director talked him out of it.) Given how the “i” in iMac influenced Apple’s future naming conventions, would there later have been a PodMan and PhoneMan? Choosing the iMac led to a larger branding scheme—the iPod, the iPhone, the iPad—that's instantly recognizable. “The PhoneMan” just wouldn’t have the same ring.

12. COMPANIES OFTEN WAIT UNTIL THE LAST MINUTE.

There’s a perception that naming should come from within a company—that if you build a product, you automatically know the best thing to call it. But that’s often not the case. Companies usually don’t employ professional namers on staff and don’t have any set guidelines on how to come up with new names. And it’s often not until the last minute that they realize they need outside help to decide on a great moniker. “It can be so emotional,” Beckhardt explains. “Companies come to you pulling their hair out, [saying] ‘We just can’t decide; we haven’t found it yet.’”

13. IT ONLY TAKES A FEW WEEKS.

Naming something usually doesn’t involve a lightning bolt of inspiration, but neither do companies slave over names for months. According to Beckhardt, the process takes anywhere from four to six weeks, though they can expedite the process if they really need to.

13 Secrets of Halloween Costume Designers

vadimguzhva/iStock via Getty Images
vadimguzhva/iStock via Getty Images

For consumers, Halloween may be all about scares, but for businesses, it’s all about profits. According to the National Retail Federation, consumers will spend $8.8 billion this year on spooky goods, including $3.2 billion on costumes. “It’s an opportunity to be something you’re not the other 364 days of the year,” Jonathan Weeks, founder of Costumeish.com, tells Mental Floss. “It feels like anything goes.”

To get a better sense of what goes into those lurid, funny, and occasionally outrageous disguises, we spoke to a number of designers who are constantly trying to react to an evolving seasonal market. Here’s what we learned about what sells, what doesn’t, and why adding a “sexy” adjective to a Halloween costume doesn’t always work.

1. Some Halloween costumes are just too outrageous for retail

For kids, Halloween is a time to look adorable in exchange for candy. For adults, it’s a time to push the envelope. Sometimes that means provocative, revealing costumes; other times, it means going for shock value. “You get looks at a party dressed as an Ebola worker,” Weeks says. “We have pregnant nun costumes, baby cigarette costumes.” The catch: You won’t be finding these at Walmart. “They’re meant for online, not Spencer’s or Party City.”

2. … but there are some lines Halloween costume designers won’t cross.

Although Halloween is the one day of the year people can deploy a dark sense of humor without inviting personal or professional disaster, some costume makers draw their own line when it comes to how far to exceed the boundaries of good taste. “We’ve never done a child pimp costume, but someone else has,” says Robert Berman, co-founder of Rasta Imposta. Weeks says some questionable ideas that have been brought to the discussion table have stayed there. “There’s no toddler KKK costume or baby Nazi costume,” he says. “There is a line.”

3. Designers can produce a Halloween costume in a matter of days.

A lot of costume interest comes from what’s been making headlines in the fall: Costumers have to be ready to meet that demand. “We’re pretty good at being able to react quickly,” says Pilar Quintana, vice-president of merchandising for Yandy.com. “Something happening in April may not be strong enough to stick around for Halloween.”

Because the mail-order site has in-house models and isn’t beholden to approval from big box vendors, Quintana can design and photograph a costume so it’s available within 72 hours. If it's more elaborate, it can take a little longer: Both Yandy and Weeks had costumes inspired by the Cecil the Lion story that broke in July 2015 (in which a trophy hunter from Minnesota killed an African lion) on their sites in a matter of weeks.

4. Beyonce can help move stale inventory.

Extravagant custom tailoring jobs aside, Halloween costumes are a business of instant demand and instant gratification—inventory needs to be plentiful in order to fill the deluge of orders that come in a short frame of time. If a business miscalculates the popularity of a given theme, they might be stuck with overstock until they can find a better idea to hang on it. “[In 2016] we had 400 or 500 Zorro costumes that we couldn’t sell for $10,” Weeks says. “It had a big black hat that came with it, and I thought, ‘That looks familiar.’ It turned out it looked a lot like the one Beyonce wore in her ‘Lemonade’ video.” Remarketed as a "Formation" hat for Beyonce cosplayers, Weeks moved his stock.

5. Women don’t usually wear masks as part of their Halloween costumes.

Curiously, there’s a large gender gap when it comes to the sculpted latex monster masks offered by Halloween vendors: They’re sold almost exclusively to men. “There just aren’t a lot of masks with female characters,” Weeks says. “I don’t know why that is. Maybe it’s because men in general like gory, scary costumes.” One exception: Hillary Clinton masks, which were all the rage in 2016.

6. Food costumes are always a hit for Halloween.

At Rasta Imposta, Berman says political and pop culture trends can shift their plans, but one theme is a constant: People love to dress up as food. “We’ve had big success with food items. Bananas, pickles. We did an avocado.”

7. Adding ”sexy” to a Halloween costume doesn’t always work.

It’s a recurring joke that some costume makers only need to add a “sexy” adjective to a design concept in order to make it marketable. While there’s some truth to that—Quintana references Yandy’s “sexy poop emoji” costume—it’s no guarantee of success. “We had a concept for ‘sexy cheese’ that was a no-go,” she says. “'Sexy corn’ didn’t really work at all. ‘Sexy anti-fascist’ didn’t make the cut this year.”

8. People ask for some weird stuff when it comes to Halloween costumes.

In addition to monitoring social media for memes and trends, designers can get an idea of what consumers are looking for by shadowing their online searches. Costumeish.com monitors what people are typing into their search bar to see if they’re missing out on a potential hit. “People search for odd things sometimes,” Weeks says. “People want to be a cactus, a palm tree, they’re looking for a priest and a boy costume. People can be weird.”

9. Halloween costume designers have workarounds for big properties.

Go out to a Halloween party over the past few years and you’re almost guaranteed to run into the Queen of the North. But not every costume maker has the official license for Game of Thrones. What are other companies to do? Come up with a design that sparks recognition without sparking a lawsuit. “Our biggest seller right now is Sexy Northern Queen,” Quintana says. “It’s inspired by a TV show.” But she won’t say which one.

10. People love sharks.

From the clunky Ben Cooper plastic costume from 1975’s Jaws to today, people can’t seem to get enough of shark-themed outfits. “We do a lot of sharks,” Berman says. “Maybe it’s because of Shark Week in the summertime, but sharks always tend to trend. People just like the idea of sharks.”

11. Dead celebrities mean sales.

It may be morbid, but it’s a reality: The high-profile passing of celebrities, especially close to Halloween, can trigger a surge in sales. “Before Robin Williams died, I couldn’t sell a Mork costume for a dollar,” Weeks says. “After he died, I couldn’t not sell it for less than $100.”

12. The Halloween costume business profits from people shopping at the last minute.

Ever wonder why food and other novelty costumes tend to outsell traditional garb like pirates and witches? Because costume shopping for adults is usually done frantically and they don’t have time to compare 25 different Redbeards. “People tend to do it at the very last minute, so we want something that pops out at them,” Berman says. “Like, ‘Oh, I want to be a crab.’”

Weeks agrees that procrastination is profitable. “We make a lot of money on shipping,” he says. “Some people get party invites on the 25th and so they’re paying for next-day air.”

13. It’s not actually a seasonal business.

Everyone we spoke to agreed that the most surprising thing about the Halloween business is that it’s not really seasonal on their end. Costumes are designed year-round, and planning can take between 12 and 18 months. “It’s 365 days a year,” Quintana says. “We’ll start thinking about next Halloween in December.”

This piece was first published in 2017 and republished in 2019.

11 Secrets of Lexicographers

Fotokresba/iStock via Getty Images
Fotokresba/iStock via Getty Images

Merriam-Webster defines a lexicographer as “an author or editor of a dictionary.” The job sounds simple enough, but the work that goes into researching and writing definitions like the one above takes a unique combination of skills. Lexicographers have to be passionate about words without being pretentious, knowledgeable without being overeducated, and analytic enough to treat language like a science while being creative enough to define tricky words like art and love.

To learn more about what goes into being a lexicographer, Mental Floss spoke with a few from the world’s top dictionaries. Here’s what they had to say about where they find new words, what goes into the editing process, and how they really feel about defining literally as “figuratively.”

1. Being a lexicographer doesn't require a specific degree.

There are a number of different paths you can take to get into lexicography. Most people who write and edit dictionaries come from some sort of humanities background, but there’s usually no specific degree or training required to become a lexicographer. Emily Brewster, a lexicographer for Merriam-Webster since 2000, double-majored in linguistics and philosophy. She tells Mental Floss, “A lot of people have an English background. There are some editors who have linguistic backgrounds. But really, when your job is defining the vocabulary of the English language, expertise in any field can apply. We have science editors, we have people who are specialists in chemistry, specialists in law, so any kind of expertise can make you a better definer.”

According to Jesse Sheidlower, a lexicographer who worked for the Oxford English Dictionary and Random House Dictionaries, an education with a focus on lexicography specifically can actually be a turn-off for employers. “There was a university that once offered a degree in lexicography, but no dictionary house would ever hire someone with a degree in lexicography [...] In general, the people who are going to be teaching it that way are probably not experienced practical lexicographers, and the kind of things you need to do the job are rather different than what academics would study if you were studying lexicography.” Students studying lexicography at Université de Lorraine in France, for example, learn about etymology, polysemy (the existence of multiple meanings for one word), and lexicological analysis. A class can provide helpful background on the subject, but it won't necessarily equip learners with the skills and instincts they need to find and define new words.

Too much education, regardless of the subject, can also hurt someone’s chances of working for a dictionary. “In general you want someone with some but not too much training in some kind of general humanities discipline," Sheidlower says. "Not someone with a Ph.D., because people with Ph.D.s tend to think you can spend the rest of your life studying things, and when you’re actually working for a dictionary you have a list of 50 things you have to get done by the end of the week. The fact that one of them or all of them might be super interesting doesn’t mean you can spend three weeks studying the same thing.”

2. Lexicographers don’t decide which words are "proper."

The role of dictionaries is largely misunderstood by the public. Lexicographers don’t decide which words are valid and dictate how they should be used. Rather, they find the words that already exist and do their best to represent how they’re being used in the real world. “This is something non-lexicographers in particular have problems with,” Sheidlower says. “But the role of a dictionary is not to say what is correct in any sort of sense handed down from above. It is to say what is in use in language, and if people are using something different from how it’s used traditionally, that thing is going to go in regardless of whether or not you like it.”

3. Lexicographers know their decisions can create controversy—and not always for the reasons you’d think.

Even if lexicographers don’t think of themselves as linguistic gatekeepers, many people see still them that way. That can cause controversy when a word or definition makes it into the dictionary that people don’t approve of. One recent example is the inclusion of the word they in Merriam-Webster as a non-binary pronoun. “That’s been getting a tremendous amount of attention,” Sheidlower says. But as he explains, the dictionary didn’t make up the usage—it simply acknowledged its existence. “Singular they goes back to the 14th century—even nonbinary they goes back to the 18th century. ... New isn’t necessarily bad, but those things aren’t new.”

Words that fall outside sensitive social and political arenas can also stir outrage. A classic example is defining literally to mean "figuratively." “People hate that, they hate it so much,” Brewster says. “But it’s old, it’s established, and if we didn’t enter it, we’d be saying the word is not used this way, and the word is used this way and it’s been used this way since Charles Dickens. It’s not really our place to make a judgement if a word or a use is a good word. Our job is to report words that are established in the language.”

4. Lexicographers add hundreds of new words to the dictionary each year ...

Language is constantly evolving, which means that a lexicographer’s job never ends. Brewster estimates that roughly 1000 words are added to Merriam-Webster.com each year, including new senses of existing words. The most recent batch consisted of 533 new terms and uses, ranging from highly specific words like non-rhotic (the Bostonian habit of not pronouncing the letter r unless it’s followed by a vowel) to Instagram-friendly slang like vacay.

5. ... But lexicographers also have to be choosy.

More new words enter the lexicon each year than can fit between the covers of even the most comprehensive dictionary. To give readers an up-to-date picture of the English language without overworking themselves, lexicographers have to be selective about which words make the cut. As Brewster explains, every word that goes into the Merriam-Webster dictionary meets certain criteria. “We have to have significant evidence of a word in use over an extended period of time,” she says.

Those standards are a little vague for a reason. Taking the popularity and staying power of a new word into consideration, editors get to decide what counts as “significant evidence” and an “extended period of time” for themselves.

Brewster elaborates, “For example, the verb tweet as in the Twitter sense erupted very suddenly in the language. So that was a case in which very quickly it became clear that our readers were going to be served by having this term be defined. You can contrast that with a term like adorkable, it requires a longer amount of time before it meets that criteria of being in the language for an extended period of time because we don’t want to enter words that nobody’s going to be using in five years.”

6. Lexicographers struggle with words like love.

Lexicography is methodical and scientific work most of the time, but it can get subjective. If you’ve ever had trouble defining a term without using a related word, chances are whoever wrote its entry in the dictionary encountered the same problem. “A term like art or poetry or love, these are notoriously hard to define because their meanings are extremely broad. You can’t pin it down,” Sheidlower says. “The word itch is very hard to define. Trying to define the word itch without using the word scratch is very difficult. I’ll let you think about that one for a moment.” (In case you were wondering, Merriam-Webster defines itch as “an uneasy irritating sensation in the upper surface of the skin usually held to result from mild stimulation of pain receptors.” Pretty spot-on.)

7. Lexicographers rarely argue over words.

If you’re looking to have spirited debates over the value of certain words with your fellow language enthusiasts, lexicography may not be the career for you. Most of the work is done in silence in front of a computer, and conflicts that get more passionate than a politely worded email are rare. “People think we sit around a table and argue about the merits of a word. Or say, ‘Yeah, this word should get in!’ Or ‘Yeah, this word should never get in,’” Brewster says. ”It’s actually very quiet, solitary work. You can make a case for a word, but it’s all in writing. So when I draft a definition for a word, I will say that we have evidence of it dating back as far back as this date, and it’s appeared in all these different types of publications. We’re not very emotional about these things. I think we’re much more biologists than pundits.”

8. Several lexicographers look at each entry.

Putting together a dictionary is collaborative work. According to Brewster, a single word entry must go through several editors before it’s ready for publication. As a definer—what most people think of when they think of a lexicographer—she sets the process in motion. “Being a general definer, my job is to define all the non-technical vocabulary in the language. But that varies really broadly, from economics terms, like a definition for dark money, to pronouns, to prepositions, and also informal terms, like say twerking.”

After she drafts a definition, it also goes through the cross-reference editor (the person who makes sure any other relevant entries are addressed), the pronunciation editor, the etymologist (who traces the word's historical origins), the person who keys it into the system, the copy editor, and the proofreader.

9. Lexicographers promise they aren’t judging the way you speak.

You may assume that someone who makes a living defining words is a stickler for language rules. But lexicographers might understand better than anyone that there’s no one right way to speak English, and the “correct” version of any language is determined by its speakers. “Sometimes when people learn that I work on a dictionary, they worry that I am judging how they write or speak, and nothing could be further from the truth,” Erin McKean, the lexicographer in charge of the online dictionary Wordnik, tells Mental Floss. “I love English, and I love all the different ways to speak and write English. I'm much more likely to ask you to make up a word for me than I am to criticize the words you use!” So if you find yourself in a conversation with a dictionary editor, feel free to use slang and mix up farther and further—you’re in a safe space.

10. Don't ask lexicographers to pick a favorite word.

Lexicographers know more words than the average person, but if you ask them to pick a favorite, they may decline to answer. "You’re not allowed to play favorites," Sheidlower says. "You have to put in words that you dislike, you can’t spend more time researching words that you do like. It’s not personal [...] Just like if you’re a parent, you’re not allowed to say that one child is your favorite, which is generally the metaphor lexicographers will use when they’re asked that question."

11. The internet makes a lexicographer’s job easier.

For most of the job’s history, lexicographers found new words by reading as many books as possible. Reading is still an important part of their work, but thanks to the internet, they have a greater variety of materials to pull from than ever. Emily Brewster mentions Google Books and online corpora—collections of text excerpts from different places, sometimes related to a particular subject—as some of her favorite sources for researching new words and their definitions and origins. But her most reliable resource is a popular social media site. “I really like Twitter in general,” Brewster says. “From Twitter, I get to a huge variety of sources. It’s a really good network for connecting with all kinds of publications.”

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