Sometimes the best decisions are the ones that appear to be the worst on paper. From the beginning, Superbrothers: Sword & Sworcery EP was a woefully risky project that required new approaches to both business & development. This talk will outline and explain the choices made by the team that helped one of the App Store's weirdest games become a critical and financial success. Specifically, the audience will learn how the team handled 'truly collaborative' development, the process of developing a PR 'voice' to promote the game, and how the team mitigated business risk by being as risky as possible.