One person, one company at a time.

Caitlin Hollister

Caitlin pairs single-word and two-word .com domains with the businesses that would get the most out of them. Most of the firms she writes to are owner-led: practice groups, regional brands and family businesses that already trade under the words in the name.

She came to this from brand strategy work and from managing collections of .com names, and for the last several years she has spent it on one narrow question: which single company should own this address? The answer usually takes an afternoon of reading about a trade, its local players and the words their customers use.

She writes to founders and managing partners directly, one company at a time. Her notes are short: why the name fits, what it would do for that company's customers, and one question. She answers every reply herself.