Soul’s Purpose
Before Blake Mycoskie founded TOMS shoes – a company built on a “ONE for ONE” model of giving – he wrote a list in his diary of Pros and Cons. On the “Cons” list there were substantial concerns like: “Not sure people will like shoe” and “Not sure we can grow production if they do”, but on the “Pros” list there was this statement “I have never been so excited about ANYTHING!”
Blake was 29-years-old when he wrote that diary entry. He had already spent over a decade of his life pursuing other dreams and creating innovative businesses so varied that they don’t even sound like they belong to the same person. In high school he was training and competing to the ranks of professional tennis. By college he started an on campus laundry service in Texas, a Billboard Company in Tennessee, and later launched an online Driver’s Ed school (all of which sold to larger companies). In 2002 he competed on the CBS TV Show “The Amazing Race” with his younger sister Paige. The million dollar prize was just one challenge from being their’s, but Blake blew it by only 4-minutes. He says “It’s still one of the greatest disappointment of my life”.
In 2006 in the middle of launching his next major venture Blake decided to take a much needed vacation. At a cafe in Buenos Aires he met a young American women organizing a shoe drive for local school children whose families didn’t have enough money to buy shoes. These children, for whom education could offer a path beyond the cycle of poverty, were faced with the conundrum of not being able to attend school if they didn’t have a presentable pair of shoes on their feet. After all their efforts collecting shoes, Blake and the other volunteers were faced with yet another conundrum – not all the shoes fit the children. Many of the children left the shoe drive wearing the same tattered shoes they came in or even walked away barefoot. From that moment Blake decided he would figure out a way to give those children shoes that fit. That’s when he found himself sitting with his diary sketching out what would become TOMS shoes, short for “Shoes for Tomorrow” – which means for every pair of shoes purchased a pair would be given away. It was that simple and yet so powerful because it was the first time his soul’s mission aligned with the mission of his life’s work.
The incredible whirlwind that followed that moment is accounted in “Start Something That Matters”, Blake’s personal story and guide to starting conscious businesses and projects. His journey has taken him across the world meeting with communities in need firsthand. On a visit to Ethiopia Blake learned of a debilitating and incurable disease called Podoconiosis, which is completely prevented by wearing shoes. Through his travels and inquiries into the needs of our global community the mission behind TOMS has become even stronger.
Since 2007, when the company officially launched, TOMS has given away over 1 million pairs of shoes. In 2011 they launched TOMS Eyewear which provides eye care in exchange for eyewear: an “Eye for and Eye”. With the sale of each copy of “Start Something That Matters” one book is donated to “First Book” a global children’s reading program and 50% of the proceeds will go to the “Start Something That Matters Fund” to support young entrepreneurs in bringing their socially conscious projects out into the world.
We caught up with Blake to share some advice on how to Start Something That Matters too:
Red Flag Magazine: The “One for One” promise that TOMS is built on is such a simple and beautiful business model in a world that once insisted that profits could only be made if you put the bottom line first. On that same note, TOMS most recent One for One initiative provides eye exams, eye glasses or sight saving surgery for those in need but cannot afford the care. That means with every purchase of sunglasses TOMS literally spins the old vengeful saying “an eye for an eye” into something profound and positive. Can you describe where this Midas touch comes from and how others might be able to turn something negative into an opportunity for something positive?
Blake Mycoskie: If someone told me 6 years ago that TOMS would be where it is today, I would have called them crazy. When starting TOMS in 2006, I had no background in fashion or even the shoe business. I saw a problem and I wanted to fix it – to provide shoes to children who really needed them. I was really fortunate to meet the right people who were willing to answer all my questions and feed my hunger to learn. Through this entire journey with TOMS, I’ve realized that I enjoy finding creative solutions to issues or problems – big or small. This is the same advice I would give to someone seeking opportunities to make change. Anything is possible and don’t take “NO” for an answer.
RFM: In your book you published your original handwritten list of pros and cons for starting TOMS and on the pros list you wrote: “I have never been so excited about ANYTHING!” Can you describe what you were feeling when you wrote that and if you have been more excited about anything since then?
BM: Prior to TOMS, I started a handful of other businesses that ranged from online driver’s education, an outdoor advertising company and an online reality network. I always knew that I wanted to incorporate giving through my businesses, but had never found the most natural way to do so. So…with the start of TOMS, I knew I was getting closer to this goal. I was excited, and still am! I think that TOMS still has a long way to go and there are so many more opportunities for us to use One for One and help more people.
RFM: Have you remained in touch or involved with any of the children or people you have helped over the years?
BM: Our Giving Partners in the field send us updates, photos, and notes from the children and families who benefit from their TOMS – if we’re not in the field on Giving Trips, it’s a our way of staying in touch with the children.
RFM: People reading your book might be pleasantly surprised when they read your advice to always make time for vacations “no matter how busy” and that you actually came up with the idea for TOMS while on vacation. What are some of the amazing vacations you have taken this year and how do they continue to feed your “soul”?
BM: Earlier this year, we launched a fun initiative called TOMS Ticket to Give, where we select one random TOMS.com customer every week to join us on a Giving Trip and help us distribute new shoes to children. This May, seven individuals from all over the U.S. joined me and some of the TOMS family in Honduras to experience just this. It was pretty amazing to spend time with TOMS customers, get to know them, hear about how they found out about TOMS, and show them first-hand what their everyday support means – getting new shoes to kids. This was a humbling moment to see how far TOMS has come since those first days and being able to share this with complete strangers who fully believe in our movement.
Trips always serve as a form of inspiration for me – whether it’s looking for other needs that One for One can address, or even design inspiration from local artisans. It’s refreshing to take vacations every now and then to get re-energized, and inspired.
RFM: You dedicate an entire chapter in Start Something that Matters to fear. Back then you said one of your biggest fears, aside from failure, was that you were worried you might be a fraud. Why was being a fraud such a fear for you and what are some of your new fears as you continue expanding the company?
BM: I feared having to pretend to be someone I wasn’t or straying away from my core motivations in starting TOMS. I’ve found that being so passionate and involved throughout the organization, I’ve been able to be myself, not worrying about what anyone else thinks and keeping what’s most important in front of me.
At times, I fear that people may look at TOMS as a trend and stop supporting the movement but I want them to see that we are helping others and making positive change around the world.
RFM: If you could have one super power what would it be?
BM: Something that would prevent global warming.