Mightybell: Think Big, Act Incrementally

Just last week, I stumbled upon a new company out of Palo Alto, California, called Mightybell (http://mightybell.com).  A friend on Facebook had a link on her wall which prompted me to click on it.  After exploring the website, I’m intrigued with the concept and think it has the potential to have a big influence on consumer behavior if it is able to take off.

                The motto of Mightybell is “Think Big, Act Incrementally.”  Mightybell is essentially a new social networking website based on the idea that success comes from thinking big, but acting incrementally.  It allows users to share experiences which they think others may be interested in attempting or accomplishing.  The “creator” breaks the experience down into small steps or actions to guide others through the process of accomplishing the same feats. 

One example of an experience listed on the website is “A four day survival camping trip to Yosemite Falls with six freshman roommates.”  Following the steps outlined, online “followers” can use this guide in order for the trip to be replicated by another group down the hall, or even a group of visiting European exchange students.  Followers can record what they did along each step of the way, giving feedback for subsequent followers to improve the experience.  The website allows creators to track their followers’ progress, see where their steps are working or not working.  Followers and creators alike can cheer each on and support each other along the way.  The site automatically links with your Facebook page, much like Twitter, and even has an iPhone app.

I have already joined the site and started following a couple experiences, just to learn more about Mightybell.  One experience I’ve joined is called “Pull Your Plants Up! 5 Dishes for 5 Days,” which gives 5 daily vegan recipes to try, with the goal of helping you adopt a plant-healthy diet, lose weight, and feel better.  I’m among 62 other followers, ranging from Little Rock, AR, to San Francisco, CA, to Montreal, Quebec.  I don’t think it’s going to turn me into a vegan, but I have to admit, the Vegan Lasagna recipe sounds pretty delicious, and I might have to try it out.

                Almost immediately, my mind jumped to our Buyer Behavior class and the implications that this could have for companies.  Just a couple weeks ago, we reviewed a slideshow by Gareth Kay about Creative Briefs in the Post Digital Age.  It emphasized how important it is becoming for companies to give consumers the opportunity to interact with their brand.  Thousands of companies are now on Facebook, giving their customers the opportunity to “like” them or become a fan, and to post on their wall.  Websites like Nike’s are giving runners a place to interactively track their workouts.  If this website were to become popular like Facebook or Twitter, it could give companies the opportunity to create and share experiences which align with their brand and products.  Followers could interact in these experiences and give feedback to the company, creating a stronger tie to the company and increasing ownership and brand loyalty.

                The friend who first introduced me to Mightybell turns out to have just gotten a job with the company.  I spoke to her a bit about where she sees the company going, and she said that already they are having small businesses create experiences on the website.  Going forward, there will even be premium experiences where creators or companies can charge their followers a small fee, giving them the opportunity to monetize their experiences.

                Who knows where Mightybell will go, but I think it’s an interesting company to keep an eye on!

By Sarah Koch