Choose clear, unambiguous names that don't shadow existing identifiers or create confusion about their purpose. Avoid variable names that shadow method names, class names, or built-in functions, as this makes code harder to understand and can suggest incorrect behavior like recursive calls. When naming variables, methods, or writing documentation text, prioritize clarity over brevity. If a name could be interpreted multiple ways or conflicts with existing identifiers, choose a more descriptive alternative. Example of problematic naming: ```python # Bad: 'build' shadows the method name, suggesting recursion build = self.client.build if not _exec else exec_build build_output = build(...) ``` Example of clear naming: ```python # Good: Clear intent, no shadowing build_func = self.client.build if not _exec else exec_build build_output = build_func(...) ``` This principle also applies to documentation and help text - avoid ambiguous product names or terminology that could confuse users about what they're actually using.