Dow Jones' Special Projects team is tasked with conceiving and building products that could be useful to Dow Jones' executive readership. In late 2013, the team began developing a concept for an executives-only social network.

The Web site design was based on "digital business cards," a metaphor that would be instantly familiar to its audience.  The concept below was only barely sketched by the time I left Dow Jones, but it impressed our executive team sufficiently that Rupert Murdoch presented it at The Wall Street Journal's annual CEO Council conference, attended that year by Barack Obama.