Brands and businesses today are facing more pressure than ever to grow, innovate, and stay relevant. The story of Jimmy Donaldson, better known as MrBeast and his meteoric rise on YouTube is a perfect example of what happens when a relentless pursuit of growth and spectacle takes priority over authenticity and long-term strategy.
Let’s break it down and explore how brands can avoid the pitfalls of “acting thirsty” and instead focus on creating meaningful, sustainable, authentic connections with their audiences.
The Rise and Fall of MrBeast’s Brand
In 2017, MrBeast’s YouTube channel skyrocketed to fame with quirky, wholesome content like counting to 100,000 in a single video. His unique stunts and altruistic giveaways earned him a loyal following, and by the end of the year, his subscriber count grew from 30,000 to over 1 million.
But as his popularity surged, so did the pressure to out-do himself. MrBeast’s productions became more extravagant, outlandish and more expensive. With an average video costing millions by 2023, he branched into new ventures like chocolate (Feastables), burgers (MrBeast Burger), and even beverages. Most recently he teamed up with fellow influencers Logan Paul and KSI to create ”Lunchy”.
However, as you may have seen in the news in 2024, cracks began to show. Product quality issues, lawsuits, and declining viewership hinted at a deeper problem, a fixation on growth that overshadowed his original appeal.
The lesson? Growth isn’t inherently bad, but desperation for it and sacrificing the attributes that led to your initial acclaim can alienate even the most loyal fans.
Understanding “Thirsty” Behavior
So, what does it mean to act “thirsty” in a business context? In simple terms, it’s a graceless, hyper-fixated pursuit of a goal. Whether it’s growth, loyalty, or attention—that turns consumers off. This behaviour can manifest in multiple ways:
- Overloading Consumers: Like brands sending daily emails or making tone-deaf attempts to latch onto trends.
- Compromising Authenticity: Partnerships that conflict with brand values or inauthentic marketing ploys.
- Ignoring Existing Customers: Focusing on acquiring new users while neglecting the needs of current ones.
Thirstiness feels desperate, and consumers, who are bombarded with options, quickly lose interest when they sense it.
Why Thirsty Behaviour Is Increasing
The current economic and cultural climate makes it harder for brands to meet their core needs of growth, security, and relevance. From data overload to the relentless pace of content creation, external pressures are pushing many businesses into reactive, short-term strategies.
Here are a few common culprits:
- Data Over reliance: Treating past performance metrics as infallible truths, while ignoring opportunities for innovation.
- The Hype Cycle: Chasing trends for relevance rather than creating lasting value.
- Fear of Failure: Over-polishing messages to avoid controversy, resulting in bland, forgettable campaigns.
Lessons from Microsoft: Mastering the Thirst
While MrBeast’s journey highlights the dangers of acting thirsty, Microsoft offers a masterclass in overcoming it.
In 2014, the company faced significant challenges—Windows 8 flopped, the Surface wasn’t selling, and internal politics stifled innovation. Enter Satya Nadella, who transformed the company by focusing on long-term value rather than quick fixes. Here’s how:
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Be Needed, Not Needy
Microsoft shifted from selling to solving, addressing real customer pain points with products like Microsoft Teams. By focusing on consumer needs, Teams now has eight times the active users of Slack. -
Avoid Magical Thinking
Nadella prioritised sustainable investments, such as Azure’s cloud infrastructure. While not flashy, it became Microsoft’s most profitable division. -
Play the Long Game
The acquisition of LinkedIn in 2016 showcased patience and strategy. Rather than seeking immediate gains, Microsoft integrated LinkedIn’s features to enhance its existing enterprise ecosystem. -
Collaborate for Mutual Wins
Strategic partnerships like their investment in OpenAI led to innovative integrations across Microsoft products, boosting relevance and user satisfaction.
How Brands Can Avoid Thirsty Behaviour
The key to avoiding the pitfalls of desperation is balancing ambition with authenticity. Here are actionable steps to master your brand’s thirst:
- Focus on Value: Build products and campaigns that genuinely serve your audience’s needs.
- Be Consistent: Authenticity requires commitment – don’t chase every passing trend.
- Think Long-Term: Sustainable growth beats short-term spikes in sales or attention.
- Prioritise Relationships: Treat every interaction as an opportunity to strengthen trust, not just close a transaction.
Final Thoughts: Thirst Isn’t the Problem, Acting Thirsty Is
In both personal and professional contexts, desire and ambition are natural. But when they overshadow integrity and strategy, the results can be damaging. The lesson for brands is clear: desperation doesn’t sell. By staying true to their identity and focusing on building meaningful, long-term connections, businesses can avoid the “ick” factor and thrive in a competitive landscape.
As Snickers famously said, “You’re not you when you’re hungry.” For brands, the equivalent might be: “You’re not you when you’re thirsty.”
