Introducing Be Every Thing LLC

My domain consulting business is live at BeEveryTh.ing

Four months ago, I left an 18+ year career at Google to pursue my own dreams. Last week was Lunar New Year, which brought forth momentum and energy of the Fire Horse. Today, I’m officially launching the website for my domain consulting business, Be Every Thing LLC.

The domain name

As soon as I decided I wanted to launch my own domain consulting business, I started thinking about what domain to use. There was no question that my website needed to be on one of the top-level domains I launched during my time at Google. Although Google Registry has 21 top-level domains available for registration, I quickly narrowed in on .ing, which launched in 2023. I love .ing because it allows for really good domain hacks.

Then came the challenge of finding a relatively short available domain name. One of the primary reasons I left Google was because mandatory RTO would have wreaked havoc on my ability to balance everything as a working parent. I didn’t want to miss out on life’s parade, especially when it came to my children. I figured there’s no better time like the present to try to make my life be everything I want it to be. This sentiment led me to the name Be Every Thing. Lucky for me, BeEveryTh.ing and BEveryTh.ing (what I would consider a common misspelling) were both available.

The logo

I chose two of my favorite colors, orange and turquoise for my logo. Orange is associated with energy, creativity, and warmth, which are all characteristics I think I possess. To balance the orange, turquoise represents the calming energy of water and mental clarity. Helping businesses view domain names through a creative lens and figure out a strategy to encourage clear communication is one of my primary goals.

Anyone versed in brand identity knows that having both a horizontal and stacked logo is essential to make sure your brand is legible across different surfaces. I designed both, but prefer my stacked version because the words line up to spell BET. In many ways, new top-level domains are a bet on the internet, but one that I think will surely pay off in the long run.

Thank you

The best way to toot your own horn is to ask people you worked with to write you a review. I reached out to former managers and colleagues and asked them if they’d be able to write me a LinkedIn review that I could also post to my website. Huge thank you to Ben, Matthew, Amanda, Tim, and Maarten. All of you were among the best of the best I worked with during my time at Google and I’m so grateful we were able to cross paths. Sharing just one quote here:

“Bottom line: Christina has my highest recommendation. Terrifically talented, great teammate, consistently exceeded my (high) expectations, was a joy to work with, a strategic, creative, and energetic thought partner, both seeing the big picture and with an eye for the finest details. I would work with her again in a heartbeat, and if you face problems in one of her many wheelhouses, you would be very lucky indeed to be able to work with her.”

Ben Fried, Partner at Rally Ventures and former Google CIO

Let’s chat.

I feel very fortunate to be launching with two clients: GoDaddy Corporate Domains and also my former team, Google Registry. Between these two engagements and starting a stint as an adjunct lecturer for the Stanford d.School (my alma mater), my time is limited. However, I’m always interested in chatting domains and strategy.

My ideal clients are:

• Companies interested in talking application strategy before applying for ICANN’s next round. Having led the launches for .google and .app, I can help with both open and closed TLDs.

• Domain Registries and Registrars wanting to take their TLD marketing and partnerships to the next level

• Domain portfolio managers seeking tips from the person who managed Alphabet’s corporate domains portfolio for six years.

• Start-ups building foundational processes around what domains to purchase, acquire, and use.

Drop me a line at hi@beeveryth.ing and we’ll make it happen.