Almost anonymously. We ask what that means. I'm joined by twitter cofounder biz stone. Great to have you here. You say it's anonymous-ish. I like it. Most people don't even use that feature, they just post under their own name. We have this toggle that if you want to complain or say something you wouldn't normally say, say something about a secret admirer. You can flip a switch, and a little groucho marx will show up is that of your face. We say in on them -- anonymouish, because if you are only following one person, and that person post anonymously, you know who it is. We don't want to give the wrong impression that you were definitely in the clear. How does this work? You can post things with prompts. It turns out, people like to express their opinion on the internet. Who knew? We decided to make that a really fun thing. We start them off with a superlative statement like, the best, the worst, or i love. That's how we came up with the word super. We set them off with emphatic statements, and then as you are typing, we are searching backgrounds for an image. The next scene we put an image behind it. If you don't like it, you can choose another one. It's inspired by the artist arbor kruger. -- barbara kruger. It's going back to our roots of being fun and creative. Were not claiming were disrupting any market, or creating a global innovation that will change everything. We are just having fun. On that note, it has been said that is jelly over? You and i have talked a couple of times. You loved jelly. I did. It kind of fell off the chart. Is jelly still happening? The people who use it love it. When it works, it really works. We are not going to get rid of it. It wasn't fun. If there's one thing i have learned, it's that if something is fun, then people will use it. If a lot people use it, it has the potential to be important. People were using jelly to do their homework. I was looking for travel tips. [laughter] that's great, but it's not fun. If it's fun, there's a greater chance of hundreds of millions of people using it. That's when you can make a dent in the universe. We went back to our roots, totally fun, weird, in your face, kooky, big, hyped, artsy. Can fun, quirky, weird become huge, big companies? The nose -- who knows? It's not like we sat down and said let's topple regimes. We were goofing around. I said what if we made every tweet into a webpage, and then we did it. We were just having fun. That's the key. If you are laughing at work, you know you were off to the right thing. People are comparing super to secret, which is not fun. It's quite controversial, not the most respected app out there. What you think? They are comparing it because our images are square, and you can put text on top of image in a square. There is a lot of stuff that looks like that. But it's very different. 95% of our stuff is public. So, no one is saying anything mean or nasty. They are mostly saying fun, intriguing, interesting, cool, weird stuff. What would you compare it to? I compare it to designing a little poster. I jokingly, to the team, said -- it's like you take a tweet and put it on top of an instagram, at the tweet doesn't need to be good, neither does the picture. It together, they look like a cool thing. You can share that out to other social networks, and you made a cool work of art. To the messages disappear? There out there. You can delete them if you want. You know it's important to get mind share. How do you think this will stand out? It launched less than a week ago. I think the mind share will be around the creativity part of it. It's fun, it's creative, and because of that, it has potential. We don't know what the community is like get. We will have to see. We look for patterns, and encourage what we like. This is the first time you have been ceo. You have been ceo for how long? About a year. What surprised you most? I have learned that most of the job of ceo is communication. If the board doesn't hear from you, they think you are doing a bad job. Even if you tell them we are doing a bad job, they are like ok, good. We are doing a bad job, he is doing a good job. You have to constantly be in communication with all employees, everyone on the board. I think i work on sundays, and e-mail everyone who uses that to  This text has been automatically generated. It may not be 100% accurate.
Jelly Industries CEO Biz Stone discusses the company’s new picture sharing app Super on “Bloomberg West.” (Source: Bloomberg)