Blogging about your first start-up is a funny proposition. You have a lot of opinions and ideas about what you’re doing and how you’re doing it, but there’s no identifiable reason why anyone should listen to you yap about them. You may have an engaging prose style or whatever, but you haven’t done anything yet to distinguish yourself from every other opinionated clown who thinks his company is going to change the world.

That thing, The Win, whatever it is, hasn’t come yet. And without it you are just a (possibly) smart, (possibly) charming voice chattering away in the vast digital wilderness. Worse, small victories don’t seem to count. And they shouldn’t, incremental gain (while it builds a strong foundation for your business) isn’t enough to distiguish your voice from all the others. It is not enough to make you extra-ordinary, not enough to make you what Seth Godin calls a Purple Cow, not enough to make you remarkable. You have to really smack it out of the park for it to count as The Win.

Nevertheless, we’re going to blog about the process we’re going through. If we do get The Win, this will stand as a record of the process that brought us there, and if we don’t it will stand as a testament to the lessons we learned.