That was the conclusion early on when the Jet Cooper team discussed how best to tell the story of what the heck they do for the people they work with.

“We turn users into customers and communities. We design experiences that stick!”

Those are just fancy words.

“We help our clients scale by focusing their design priorities. We have a door made of chalk!”

Please stop. You’re scaring the children.

We don’t want to yell. In fact, we think yelling is rude. So we decided that it would just be best to eat our own dog food. To give people a chance to, quite literally, watch what we do. We want folks to point and laugh when we fail and maybe even fist pump when we succeed.

On Monday, Jet Cooper will begin sharing the development of it’s not-so-stealthy side project, temporarily dubbed ‘Project XNDA’. We’re throwing it to the wolves. Baptizing it by fire. Unleashing it into the wild. Embracing the scrutinizing eye of the public… etc. etc. etc.

This blog will be the venue for following along as we refine the problem down to a basic need that must be satisfied, establish the most minimal of viable products, discover the customer who will make it all worthwhile, and design something where we own each decision from start to finish.

It’s about to get lean. Or messy. Or both.

This week’s LeanCoffeeTO marked the first sharing of this new entity with the other startups around the table. We’re giving it a little kickstart, but have hard dates for when it will have to live or die by its own merits. It has its own balance sheet. Its own demand for resources. Its own business model. We hope, if nothing else, you find yourself entertained.