Incorporate under a placeholder name you know will change to avoid premature brand attachment
When incorporating quickly, use an obviously unusable placeholder name (like street names, inside jokes, or ridiculous references) rather than agonizing over the perfect name. This frees you to focus on building while deferring the naming decision until you understand your positioning and product better.
When to use
When you need to incorporate quickly but have not finalized your positioning, product direction, or brand strategy. Especially useful for pre-product founders who may pivot.
Don't do this
Getting attached to an incorporation name simply because it becomes familiar, or spending weeks on naming before you have a product.
1 Founder Who Did This
Startup incorporated under Apps & Zerts, Inc. (a Parks and Recreation reference) knowing it would never be used publicly, operated 8 months without a name, then finalized as Cover after positioning was clear