The allure of a side project is enticing, as it can be a way for companies to solve problems, experiment with new ideas, position their brand, attract more customers, and even have fun while doing so. Side projects can come in various shapes and sizes, from internal tools to customer-facing undertakings that impact the bottom line. Companies like Crew, Kissmetrics, and RJMetrics have successfully started side projects that have contributed to their growth and success. These projects often start with a problem or need, are kept simple, prepared to fail, and foster innovation within the company culture. By embracing side projects, companies can exercise their idea muscle, create something new, and potentially even turn it into a full-fledged product or service that attracts customers and drives revenue.