jaimebradley's blog

Blake Mycoskie describes the idea that he applied to create the effective business model for TOMS’ customers, employees, business partners, and the media. His book, Start Something That Matters, identifies the elements that helped TOMS to flourish. His hope is to see in the future more fully social-minded consumers and businesses. The major key to TOMS’ growth is about giving to the community. It attracts customers, generates media attention, inspires its employees, and appeals to partners who desire to give back.

TOMS’ founder harnessed the consumer power to do well through his message that has appealed to many people. He realized that the consumers are able to ignore the fact that they pay top-dollar just for a glorified slipper to help children in Argentina who never had shoes to protect their feet. The emotional appeal in his campaign clouds the consumers’ logic. He appeals to consumers to consider helping the needy in the society through buying the company’s products, which are shoes. Customers can cater for individuals who cannot afford certain essential needs; all they need to do is to make extra payments for the product, just as in the case of TOMS shoes.

Part of Blake’s success with TOMS is because of his media appeal. The media plays a critical role in social responsibility. Blake appeals to the media to give room to charitable organizations that are in the business of doing good. Even though some quarters believe that the company’s business plan is flawed, the media is the only avenue to prove to other enterprises that the idea is a great move. Most importantly, magazines and television can help communicate the information that responds to people’s desires. Public media is a platform for campaigns; hence, the media is the best avenue to promote social entrepreneurship. Advertisements and programs that create awareness of social responsibility are an essential part of public media. Blake prints T-shirts with his philanthropic idea in order to reach the common people.

Blake urges partners from all lifestyles to stop thinking about doing something and do it. He insists on social responsibility and not a great business plan, experience, or money. An engaging and meaningful partnership helps to connect to the target through the versatile corporate social responsibility. It is an easy way to attract customers. In a competitive market, customers make rational decisions regarding the products of a company. Consequently, Blake believes that consumers are looking for brands that change the world in a positive way. However, TOMS collaborate with charitable organizations. According to Blake, “fear occurs in situations in which one is exposed.” Most business organizations are afraid of signing agreements that may make a positive change in their society.

Blake’s real intention is to influence people to make a positive impact. He encourages his business partners to be successful by increasing their capital shares. He believes that success means inspiring others by starting something that matters, and it does not matter if an entity is for-profit or non-profit. Employees can learn from Blake’s book that mistakes are part of the human nature; they need to focus on counterintuitive principles that bring success. Blake urges employees, especially those in the marketing department, to consider emotions and good intentions as crucial components of the foundation of an effective marketing strategy. Employees who work with organizations that practice giving should have the same spirit to reach their goals.

The human desire to do well is nothing new as demonstrated in the case of TOMS. In order to keep businesses meaningful and cheerful, entrepreneurs can indulge in various forms of social responsibility. Customers, partners, employees, and the media have a responsibility to highlight and support organizations that seek to bring positive change to the world.