How I Built This with Guy Raz TOMS: Blake Mycoskie (2019)
Feb 11, 2019
Entrepreneur Blake Mycoskie shares his journey of starting TOMS, a shoe business with a philanthropic mission. He discusses the challenges of communicating with shoemakers and fulfilling orders, as well as the pivotal moments that led to increased attention and growth for the company. He also explores TOMS as a movement and addresses customer engagement and criticisms.
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Hustling Billboard Opportunities
- Blake cold-called building owners and music labels to put album art on large walls, convincing the city he was beautifying Nashville.
- That hustle led to a profitable outdoor-ad business he later sold to Clear Channel.
Sell The Business, Not The Idea
- When selling to skeptical partners, present a business not an 'idea' and guarantee them revenue.
- Frame the offer around making them money from an unused asset to increase sign-ups.
Giving Through Commerce
- Blake realized donations alone weren't sustainable and conceived a business that gives a pair for every pair sold.
- He adapted a simple Argentine canvas shoe and launched TOMS to fund repeat giving through commerce.