The problem of the name or “what you call a boat”

I never thought that the first big problem when creating a startup would be not so much an idea and implementation as a name ... They say, after all, “whatever you call a boat, it will float”, so you want to name it so that it floats “happily ever after.” In short, the service will be devoted to everything related to business services - a catalog of enterprises, work (vacancies, resumes) and the like, useful info ... maybe someone can advise something ...