Title: Start Something That Matters

Author: Blake Mycoskie

Publication Date: 2011

Categories: Social Entrepreneurship

Introduction

“Start Something That Matters” by Blake Mycoskie is a pragmatic and inspiring guide to combining business with social impact. Mycoskie, the founder of TOMS Shoes, shares his journey and provides actionable advice for aspiring social entrepreneurs. The book is structured around simple yet powerful principles, enriched with real-world examples.

1. Find Your Story

Mycoskie emphasizes the importance of having a compelling story behind your venture. He explains that a brand’s story can differentiate it from others and garner emotional investment from consumers.

Examples from the Book:
– TOMS “One for One” Model: Mycoskie recounts how the idea for TOMS Shoes was born during his trip to Argentina, where he saw children without shoes. This observation led to the creation of TOMS, which donates a pair of shoes for every pair sold.
– Specific Action: Identify a personal experience or moment of inspiration that connects to a social cause. Develop this narrative into a core part of your brand’s identity to draw interest and support.

2. Face Your Fears

Addressing risks and uncertainties is crucial. Mycoskie dispels the myth that failure is purely negative; rather, it is a stepping stone toward success.

Examples from the Book:
– First Shoe Delivery: Mycoskie shares the anxiety of the initial trip to Argentina to deliver the first batch of shoes. Despite logistical challenges and doubts, the trip was a success and proved the viability of the model.
– Specific Action: List your fears and worst-case scenarios. Create contingency plans for each situation to transform fears into manageable challenges.

3. Be Resourceful Without Resources

One of the central themes is the art of doing more with less. Mycoskie advises leveraging creativity and resourcefulness to overcome financial and logistical limitations.

Examples from the Book:
– Grassroots Marketing: TOMS initially relied on grassroots marketing strategies, such as giving free pairs of shoes to influential bloggers and leveraging social media, instead of spending heavily on advertising.
– Specific Action: Utilize low-cost marketing techniques such as social media outreach, collaborations with influencers, and engaging storytelling. Focus on building a community around your cause.

4. Keep It Simple

Simplicity in business models and operations can lead to greater clarity and efficiency. Mycoskie advocates for straightforward concepts that are easy to communicate and execute.

Examples from the Book:
– Shoes Design and Manufacture: TOMS started with a simple shoe design inspired by traditional Argentinian alpargatas. This simplicity kept production costs low and the mission clear.
– Specific Action: Strip down your business idea to its simplest form. Ensure that the core concept is easy to understand and explain, both to your team and to potential supporters.

5. Build Trust

Building and maintaining trust with customers, employees, and partners is paramount. Transparency and authenticity are key components of a trust-worthy enterprise.

Examples from the Book:
– Transparency in Donations: TOMS provided clear evidence of their shoe donations through photos and stories shared on their website and social media, building credibility and trust among customers.
– Specific Action: Regularly communicate with stakeholders about your mission, processes, and impact. Provide tangible proof of your social contributions and maintain open lines of communication.

6. Giving Is Good Business

Mycoskie explains that integrating a clear social mission into your business model can drive growth and profitability. Social entrepreneurship is not only about altruism but can also be a strategic business move.

Examples from the Book:
– Consumer Preference for Ethical Brands: Mycoskie cites studies showing that consumers are increasingly favoring brands with a social mission. TOMS’ “One for One” model attracted a loyal customer base and differentiated it from competitors.
– Specific Action: Integrate a social cause into your business model where every sale directly contributes to a social good. Ensure that this mission is authentic and integral to your operations, not just a marketing ploy.

7. Sustainability over Charity

The book promotes sustainability over one-time charitable actions. Mycoskie suggests creating models that provide ongoing support rather than short-term aid.

Examples from the Book:
– Sustainable Giving Model: The “One for One” model is designed to provide ongoing support to communities rather than a one-off donation. This continuous support helps to ensure long-term benefits and impact.
– Specific Action: Develop a business model that incorporates continuous giving. Create partnerships and systems that allow for sustainable impact, ensuring that your social mission has long-lasting effects.

Conclusion

“Start Something That Matters” serves as a call to action for those who aspire to create meaningful change through business. Mycoskie’s own journey with TOMS Shoes exemplifies how integrating a social mission with business operations can lead to success and fulfillment. By focusing on storytelling, confronting fears, leveraging resourcefulness, maintaining simplicity, building trust, and prioritizing sustainability, aspiring entrepreneurs can craft ventures that not only succeed in the market but also make a significant positive impact on the world.