Business
Marketing
Domains against progress
At the start of 2024, I found myself on a curious journey.
I had just bought four domains: ismaelbranco.com for myself, one for an under-the-radar design agency I had been building, and two others for side projects I was dreaming up.
Why? Because I realized that when I spend money, I feel accountable. I had to create something. I couldn't let those domains sit there untouched, quietly burning holes in my wallet. That simple act forced me to get moving. It felt good, like an investment in my future.
But as I started navigating the domain ecosystem, I began seeing it for what it really is: a bizarre market that blocks progress at every turn. I was trying to purchase domains for my new businesses, and time and time again, I hit a wall. Perfect domain? Taken. Reasonable alternative? Overpriced. For every door that opened, five others slammed shut. My feelings turned from frustration to curiosity. Who are these people that buy, hold, and sell domains for a living? I even found myself scrolling through X, where domain traders bragged about their latest wins, flipping names like they were real estate moguls. A domain sold here for $10,000; another there for $50,000.
I’ll be honest: I tried to play the game too. I had an idea for a new business. It was good. The vision was clear. But when I went to secure the domain, my motivation crumbled. The name I wanted was taken. I spent days trying to brainstorm alternatives, and nothing hit right. Eventually, I quit. Maybe that says something about me, but I think it says more about the ecosystem.
Digital Stagnation: The Real Cost of Domains
Here’s the thing, domains are supposed to be tools. Tools to build, to create, to innovate. Instead, they’ve become obstacles. The current system favors hoarders over builders. It rewards those who sit on digital property, waiting for a desperate startup or a solo entrepreneur to cough up a ridiculous sum of money just for a name. And it punishes those who are actually trying to create something meaningful.Think about the early days of the internet, a time when ideas were everything, and execution mattered more than some string of text. Today? A domain can make or break a project. That’s absurd. You’re telling me that the high cost of a company name is a legitimate barrier to entry? That’s progress?
We live in a time where more people than ever want to start side hustles, launch projects, and build businesses. And yet, the very system that’s supposed to empower them is holding them back. Domains don’t create value anymore, they block it. They’re against the little guys. Against solopreneurs. Against people like me and you who just want to create.
Are .com Domains Really a Must?
The obsession with .com domains makes it even worse. There’s a false belief that you need the perfect .com for your business to succeed. Let me tell you something: you don’t.
These days, you can manipulate everything through marketing. A great name is nice to have, but it’s not everything. If you’re resourceful, you can make any domain work. I’ve seen successful companies running on .co, .io, .xyz, and even the weirdest extensions you can imagine. The quality of your product and your brand will always matter more than the domain you choose.
So, if your perfect domain is taken, don’t let it stop you. Get something cheaper, get something clever, and move forward anyway. Progress isn’t about perfection, it’s about momentum.
Lessons Learned
What did I take away from all of this? A few things:
- You don’t need the perfect domain. It’s a myth that’s been sold to us by domain traders and marketers. Get what works and focus on building your vision.
- The system is broken, and I’m not okay with it. I’ll continue to push against people and practices that hoard progress. Domains should enable creation, not block it.
- Keep moving forward. I’ve wasted enough time obsessing over perfect names. No more. I’m going to keep creating, keep launching, and keep proving that you don’t need the “best” domain to build something meaningful.
The people hoarding domains might be winning the game—but they’re losing the plot. I’ll keep fighting against those who stand in the way of progress. And to anyone who’s ever felt discouraged because a domain wasn’t available, let this be your reminder: the domain doesn’t make the idea. You do.
