I listen my 2yr old pronounce words badly, and write those down. If he can spell and invent such words, adults will be able to spell and remember them too.
Here's an example "ticha", meaning "girl" in my language, but in a different form "fetita". Searched for the .com and it was somewhat available.
Other times you need good naming experience. This is how we come up with words like Vuzum (view zoom), our agency. And many others.
This for me is always hard.
I think that it really has to come across to the ideal customer with ease and make sense to them.
Gotta be short!
Can't be difficult to spell.
As pointed out by @rick - gotta pass the radio test. Needs to be easy enough to spell.
Now in regards to that last line, I'm always telling folks "rezzz.com, that's with 3 z's" which at times sucks, but I've been known as and had that domain since early 2000s so I'm going with it.
Essentially this is a classic case of "do as I say, not as I do" ;)
The name must pass two tests:
- The Telephone Test (aka the 'crowded bar test'): You should be able to communicate the name over the phone without having to spell out the letters or explain weird quirks (like it's the word 'Flicker', but without the 'E')
- The T-shirt test: The name and/or logo should be cool enough that you would wear it with pride (or at least, without great shame) on a t-shirt.