The text below is an excerpt from the original article by Jon Pincus about Giovanna Mingarelli, published September 11, 2010 on Tales from the Net.

IfWeRanTheWorld CEO Cindy Gallop describes it as “a radically simple web platform designed to turn good intentions into action, one microaction at a time”.  Giovanna’s intention here is straightforward: write a short story. As anybody who’s ever tried to write can tell you, though, that’s easier said than done. Using IWRTW, Giovanna’s defined an ‘action platform’ with the steps to accomplish her goal.

Right now Giovanna’s got 10 microactions ‘in play’ and 36 done. “If We Ran The World allows me to express my intentions in a meaningful and quantifiable way”, Giovanna told me. “I love this platform.”

IWRTW is very social in terms of being designed for people working together (you can target microactions as invitations to act and pick up somebody else’s microactions) so Giovanna’s action platform also invites others to help her if they’re interested. The site’s business model is to work with businesses that want to put together an action platform designed to do good and make money simultaneously, and is still in beta. So far the reviews are positive. Bruce Mau Design’s blog summed it up: “Beautiful design + social engagement + fun to use = awesome!”

Giovanna and I met in a very social network-y way. Tara Hunt (aka @missrogue) tweeted a link to my blog post Guys talking to guys who talk about guys. Cindy saw it, left a comment, and we connected via Twitter and Facebook and Skype. I was immediately struck by IWRTW’s colors and inviting user experience, so different from everything I see out there.

Cindy calls it “emotional software” and the first thing I thought of was work that Karen Fries and Tim Skelly did in the 1990s on Seductive interfaces.  When I asked how people were using the site she knew just who I should talk to.

Read the full article on Tales from the Net