Start Something That Matters by Blake Mycoskie, Chief Shoe Giver, TOMS
“With every book you purchase, a new book will be provided to a child in need. One for One”
(Spiegel & Grau, 2011)
Earlier this past fall, I read a Wall Street Journal review of Start Something That Matters. The reviewer peaked my interest about the “TOMS” marketing concepts. I got a copy and started being a believer. So much so that Start Something became my main Christmas present for 2011.
Start Something is the story of a young man’s journey in building a business from scratch. Blake started in 2006 with a most unusual and creative business plan. Tom’s foundation (Tomorrow’s Shoes) runs on this idea: When a customer buys a pair of shoes, a needy child receives a free pair. How could this concept not work? Blake writes about how his unique idea became a reality and now, six years later, is a household name. His inspiration has been a major influence on new business start ups all over.
For example, my son Austin and his college pal, Richard, believe in supporting live music. Two years ago they created the first legal distillery in Mississippi and founded Cat Head Vodka. Their core philosophy involves giving a dollar to musician relief funds, arts councils, etc., for every bottle of Cat Head Vodka sold. Like Mycoskie, Austin and Richard wanted a business plan that gave back with meaning from the very start of their business.
These ideas about marketing are creative and can be easily adopted to suit each individual context. Another example is a new initiative by the book industry. Printers, publishers, book distributors, authors and bookstores are all behind World Book Night. On April 23rd one million books will be given away in the United States. Basically, I see this as a way for the book industry to go local and support a grass roots effort to get more people reading through the simplicity of people sharing physical books in physical places in their own communities. (The deadline has passed to sign-up but you can still contact Lisa if you are interested: lisa (at) lemuriabooks (dot) com.)
Reading Start Something That Matters will inspire you to analyze your own work life and find ways to challenge yourself. Sure, it takes effort, desire and decent ethics to pull this off. In return for your efforts, you receive much more than a pay check. You’ll know that your work makes a difference in the lives of others.
As you know, I believe in small business. But more so, I believe in young people doing work that makes them fulfilled and being unique. Blake Mycoskie appears to be a real champion in this regard. He is an inspiration and marketing leader for those trying to figure it out. Being an old guy who was 24 when I started Lemuria, I’ve found Blake’s story a reinforcement to keep going.
The book is designed to be stimulating and reader friendly. This is not surprising since TOMS is user and customer friendly as a company. TOMS also has a business plan to encourage more reading. Fifty percent of Blake’s proceeds from this book will be used to provide access to new books for children in need. Learn more here: www.firstbook.org.
At home and abroad, there’s certainly a lot going on in our communities for the good. Check out Blake’s story, suport live music and local business with Cathead Vodka. Especially help Lemuria make a difference with World Book Night for Jackson. We hope Lemuria endures and grows with the help of your concern and support. Bound to Read.
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