Got your attention, right?

The name started as a parody of the terrible idiom “Kill two birds with one stone” — alluding to getting a lot done in a short amount of time with just one... um... weapon? (that’s me)

But here’s why I like it:

1) It stands out

I could have called this project “DesignLaunch” or “RocketPow” or “StartFast” or “ZipLab”... but then you wouldn’t be reading this.

2) It’s contrarian

I’ve been intentional about crafting an approach that I’ve found delivers massive value to the right companies—often by inverting common assumptions about how a “good designer” should operate. It’s not for everyone. I wanted a name that would clearly signal I’m up to something different here.

3) It can get a laugh

On a past design team whenever someone would say “kill two birds…” the rest of the crew would shout “BIRDMURDER!” … it’s a reminder that my best work has never come from taking things too seriously.