Alister & Thomas Paine: What is the depart something dispirited concept?Blke Mycoskie: turkey cock* was such a small envision, with less than $5,000 in start-up funding. air max 90 While it is the biggest company I’ve started it’s also the smallest idea. You don’t have to attack the whole world’s global problems; you just have to start somewhere.Alister & Paine: What was your original marketing push?
lake Mycoskie: We spent a lot of time developing on Facebook, Twitter, really allowing our community to feel that they really had some ownership in the brand. That comes from the fact that when you buy a pair you have that ownership that you’ve helped human. We poor personot done any traditional advertising; we just centralized clubable culture nike rift medium*. I do a band of interviews, cartridge holder photoshoots, those type of things because that doesn’t cost us anything and the readers of those magazines are even more attracted to editorial than advertising.
Alister & Paine: Why was this a right time for you to write a book?
Blake Mycoskie: T here really is no right time. I get invited to speak so often and I can’t do them all, but I want to share the nike shox turboTOMS story, what we’ve learned and what I’ve learned from other entrepreneurs. By having a book, something that is for sale, we could match it by giving a book to a minor in need in terms of schoolbooks. We can also create this fund that will allow people to go start their next TOMS, or whatever their dream is. see TOMS as much larger than a shoe company. I really see it as a One for One company, so everything we do has a One to One component to it
Alister & Paine: Where did the name TOMS originate from?Blke Mycoskie: Originally the idea was we sell a pair of shoes today we give away a pair of shoes tomorrow, so I called them Tomorrow’s Shoes. That was too long so tomorrows became
Alister & Paine: Scariest part of the whole process?Blake Mycoskie: We had some cash flow issues in year two and three. We went a year where everyday someone was calling us yelling asking for moneyI’m really happy and proud of how it’s worked out.
We also had some great serendipitous breaks. The AT&T commercial helped a lot, our customers sharing the story hit a tipping point, grass roots efforts
Alister & Paine: Your thoughts on conscious capitalism
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