shoes for TOMorrow

Our visit to TOMS left me with such a unique feeling, wholesome and inspired, almost like I had just had a great dinner with my whole family, watched a TED talk, and volunteered at a food pantry simultaneously. There was something about the office, and it wasn't topical—I much prefer the appearance of some of the other offices we've visited this semester (180LA's conference room holds the crown for now). But TOMS was different. I recall first thing inside the door to the left were two old lamp shades with a note asking for someone to give them a new home, like they didn't want to throw away a couple old lampshades even though nobody probably needs those—but the thought. I mean I've seen some offices cleared out straight to the dump and here TOMS is with two lampshades that they won't even throw away. Past the shades lay the coffee bar where a barista makes everyones favorite drink by memory every day from 8-11. Then there's the slide where the short-wearing CEO is reputed to pop out whenever he needs to make it to the first floor. TOMS is different.

It struck me that TOMS also has an entire "Giving Department" charged with fulfilling the one for one promise. I was familiar with the idea and loved it but I had never given much thought to how much it takes to really execute the giving side, and TOMS has clearly mastered this part. They even have an assortment of different shoes they give out to suit the varying needs around the world.

Another interesting part of TOMS is how they blend their marketing and social motivations. Our hosts Shira and Patrick shed some light on just how a new product's "give" is decided, for example the new apple watch bands. Their give was developed alongside the product over a 2 year span during which they debated the social impact and marketability of a variety of different gives. They settled on a year of solar energy to provide light for children in developing nations to study. Shira explained how she always pitches a give to solve starvation which is a leading cause of death, but this also provides the largest marketing challenge so it has yet to make it on the slate of TOMS gives. TOMS marketing department always has to consider which gives are most resonant with the market place and will provide a positive incentive to promote sales while creating a message people connect with. As a socially driven company TOMS always faces this delicate balance of doing good while maintaining a profitable business.