Your Brand Story: How to Identify Your Driving Ambition

Originally written for HMG Creative.

A company with a mission or a mission with a company.

The difference is what Blake Mycoskie identified early on in his development of TOMS Shoes, a for-profit shoe business that quickly became one of the most successful and influential business models in recent times. TOMS is based on the one for one model: buy one pair of shoes and another pair will be donated to a child in need.

This groundbreaking idea first struck Mycoskie’s entrepreneurial mind when he learned that prevalent issues in the developing world like disease, lack of education, and safety could sometimes be solved with a simple pair of shoes. Instead of finding donors to temporarily meet the need, Mycoskie wanted to supply an endless stream of shoes that wouldn’t dry out when donor gifts did. He crafted the idea of a social enterprise: a for-profit business that incorporates charitable giving into the DNA of its business model.

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