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TOPICS:
Motivation
Life Balance
Entrepreneurship
Partnering
Leadership
FEE CATEGORY:
20.0k to 25.0k |
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A business with a mission
The TOMS Shoes for Tomorrow story is a remarkable example of how one man’s business inspiration helped raise his philanthropic aspirations and create an intriguing and profitable business model. Founder Blake Mycoskie describes how he developed a cause-related marketing program that is authentic and meaningful, but still reinforces an organization’s bottom-line. TOMS Shoes for Tomorrow has found unprecedented success in both areas, with business expanding more than tenfold internally, profits skyrocketing, and charitable ventures reaching tens of thousands in the third world. Mycoskie addresses the process of making a superior product, a positive global impact, and how the two go hand-in-hand to win employee and customer satisfaction. Cause marketing that consumers affect
The Toms Shoes for Tomorrow business model has tapped into the growing trend in consumer satisfaction: capturing the attention of a youth culture that is becoming more socially minded. Blake Mycoskie’s products have caught the attention of a generation of customers who not only desire a product of quality, they also want the fulfillment of contributing to the less fortunate. His “one-for-one” program, which donates a pair of shoes to a needy child for every pair purchased, makes it possible for customers to have both. By wearing TOMS shoes, consumers also gain the peace of mind that they are changing people’s lives for the better. In Mycoskie’s own words, “Changing a life begins with a single step.”
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