Mar 17 2011

the one for one model [day 295]

Blake Mycoskie, the founder of TOMS shoes, was a keynote speaker this year at SXSW.  Not only was it incredible to hear his story, but just to hear the magnitude of positive change his company has created in the world.  Here’s the best part.  Blake made this statement at the end of his talk.

“From this day forward, TOMS is no longer a shoe company. It’s a one-for-one company.  Our next step is meeting those needs around the world.”

Yes, TOMS is now a one-for-one company.  In June, they’re launching their next product.  You buy one, somebody in need gets one.  It’s a for profit model, and an extremely successful one.  I have to say here that I would love to go out and buy a pair of TOMS shoes.  With my one year of no retail shopping, unfortunately that’s not an option.  If I buy them used, a person in need will not get a new pair of shoes, however, even in the secondary market, good can still be done.

  • If I get them at a thrift store, that money goes to charity.
  • If I wear them, I’m marketing TOMS and this one-for-one model.
  • If I buy them used, paying less than retail, I’ve saved money that I can donate to one of my favorite charities.

How else can we apply the 1-for-1 model?

I’ve been pondering this question for a few days now.  I don’t know how anyone can hear the TOMS story and not wonder how we can all be a part of it.  TOMS is obviously onto something here.  I have a few ideas of how this could be applied in other ways to benefit TOMorrow.   Continue reading


Oct 14 2010

toms shoes vs. bobs skechers. for real?! [day 141]

I would have loved to be in the brainstorming meeting when the Skechers people thought this was a good idea…

Exactly copying Toms Shoes, marketing program and compassion program?  Why?  The compassion part is understandable if they are wanting to make a difference.  Not if they’re just wanting to compete to make a profit.  Compassion marketing is the hot thing these days, as I blogged on a couple of weeks ago, and I’m not against it, nor am I against Skechers making money, but their motive seems shady to me.

Brainstorming meeting.

It might have gone something like this…

[marketing dude] “Toms has a great concept and they’re selling a lot of shoes.  We need a product line to compete with them.”

[design chick] “Why don’t we make some fun canvas type shoes.  We can make them in many styles and colors.”

[other marketing guru] “Yes, Toms is doing this great thing where they give a pair of shoes to someone in need for each pair someone buys.”

[everyone] Hours later…  no revolutionary ideas.  Continue reading