Its about growing beards. That's it. For 120 days grow a beard and throughout that time update others on your "growth" by uploading pictures. If I told you that the above has created one of the most successful community groups (I personally) have ever witnessed you'd scoff. Go on, scoff.

How can a beard growing contest result in a close, active, creative and passionately involved community? It's about a common bond. A link to each other that not only gives you something to converse about, but develops (subtly) character studies, interpersonal relationships and ultimately a bond that goes beyond the actual purpose.

I am a participant, a hestiant one - believing it would just be a fun time to see what my facial hair would do when left unchecked for 4 months. What it evolved into was an experience of creativity and friendships as the "ice breaker" of growing hair became the conduit toward meaningful interaction.

So what can be culled from this microcosm of a community and be translated into a formula for success? First, find something you're interested. Second, ask all your friends to be involved. Third, make it user-friendly. Fourth, don't make it too huge (the more people the less interactive it will become). Fifth, ownership, let everyone feel important, involved and listen to what they want. Sixth, sit back and let it happen (you can't force anything to work). That's it. That's the list.