TBD’s Jim Brady and Steve Buttry.

Next week. That’s when TBD — which is focusing all efforts on pulling up an ergonomic rocking chair to the stiff-backed Washingtonian media table — will make its much-hyped, multi-platform, eagerly-anticipated launch. So what can you expect from this thing that you’ve been hearing about for what feels like forever?

For starters, the people behind it say that they’re not really concerned with beating their major competition.

No, seriously.

“We don’t want to have this ‘zero-sum’ web war,” said general manager Jim Brady, the brand’s top dog, who been on a crusade to increase interconnectivity by any means necessary since he was named the venture’s frontman last fall. “The winner-take-all mentality is kind of dead.”

In a preview held on Friday morning inside TBD’s Rosslyn newsroom, Brady and several TBD executives assured reporters that they’re not hellbent on pushing the Washington Post — or any other media outlet, for that matter — out of business. Rather, the group is all in on a Google-esque business model, in which a faith that providing a high-quality service — fed, in part, by the work of those they’re competing with for page views — will be enough to get readers to make TBD’s website their first internet stop.

Of course, that will take some time.

“We’ve been working on this since October,” said Brady, who also noted that he realizes that the site will be launching during what is normally the driest spell in Washington media: mid-August. “It always takes time to build,” he added.