That’s Chris. He started a big digital marketing agency in Boston. We met a few years ago when his firm designed a mobile app for my last company.
Even though he only oversaw my project at a high level and participated in a few meetings, I knew Chris was different. Up until then, I always felt like the creative people that we worked with never really got it. Chris had an intuitive understanding of what our brand stood for and how we should communicate it. And more important, he was honest and real — he was all about doing good work that stood for something.
Anyway, earlier this summer, I heard that Chris was selling his agency. I took it as a sign. So, I waited for a good time to reconnect and pitch him the idea for this new business. We met up about a month ago. He left fired up to help create a food brand with a big dream to change the game.
And since we’re under a self-imposed 1-week deadline to name the business and brand, we needed Chris’ help this week.
So, I took that photo above a couple of days ago. Chris is smiling with his thumb up because we thought we had it.
Mighty Little.
I loved the name. It was totally different from anything on our list. But, it was an original way of expressing the strength and spirit required to bring goodness back to a broken food system. Meanwhile, the “little” let us stay humble, not preachy. It was all about a simple idea and a small, inspired resistance against Big Food.
I bought the domain and registered the instagram and facebook handles and started dreaming of signs, packaging and t-shirts.
But, the next day, those dreams were crushed by a small popcorn company in Iowa named “Tiny But Mighty”. It was a setback. But, it was also a breakthrough. We realized that we loved the word “mighty” for expressing who we want to be. It captures our mission to strengthen bodies, farms, and neighborhoods by reviving local food systems.
So, after more deliberating, we came up with these 2 finalists:
- Mighty For The Many
- One Mighty Mill
I preferred Mighty For The Many. Another co-founder voted adamantly for One Mighty Mill. Chris liked both.
So, like I do with every important decision, I brought it to Mel. She’s my wife, consiglieri, and the person who somehow makes me less crazy and just plain better with her incredible combination of irrational support and practical wisdom. (For the last 21 years, we’ve been locked in together in every adventure – business and life.)
After considering both names for a few days, Mel texted me her conclusion that Mighty For The Many could be preachy and confusing – the two things I most wanted to avoid. She also reminded me that modesty is an endearing quality of the people building our company. She voted for One Mighty Mill and even added that she now loved the name.
That was all I needed. I moved on from Mighty For The Many. The team settled on the name that has clarity and power.
It’s official. We are One Mighty Mill.
Let’s go!
I got next! 