“Start Something That Matters” by Blake Mycoskie

With “Start Something That Matters,” Blake Mycoskie, most known as the founder of TOMS, gives us all a blueprint to successfully blending corporate philanthropy into a marketing mix by using examples from his own company. Other stories in the book include examples from FEED Projects, charity:water, SendaBall, and TerraCycle. Together, these stories coupled with Mycoskie’s six keys to success guide the reader in the process of how to find a business’s origin story, incorporate social philanthropy into a business model as well as promote a business through word-of-mouth marketing and other guerilla tactics.

These six keys include:

• Finding the soul in your own story – What event inspired you to start your pet business or non-profit? Write it down, distill the story to find its essence, and make it memorable. Then, tell your story over and over again to anyone who will listen.
• Face your fears – We all have fears in business and in life, it’s part of the human condition. In order to overcome fear, one should focus on what actions to take to overcome the fear itself.
• Be resourceful without resources – There are many ways to shave numbers off the budget in an organization. Using his own humble beginnings as an example, Mycoskie offers many ways to achieve one’s goal(s) without breaking the bank.
• Keep it simple – Emphasizing simplicity in one’s business and personal life allows for adaptability when change is needed as well as focus to meet expectations and goals.
• Build trust – Transparency in business builds trust, keeps you honest, and allows stakeholders to take part in your goals and be a part of the process. Allowing employees to handle projects and daily tasks on their own builds trust within the company. Admitting you made a mistake and are wrong makes you human.
• Giving is good business – When you incorporate philanthropy into your pet business model, you’re empowering your customers to market your business for you. They become your evangelists, touting the good you’re doing because they have a stake in your success, too.

Full of examples from the advertising and marketing world, including AT&T, Southwest Airlines, Method, and Chipotle, these brands breathe life into Mycoskie’s philosophy. Much of which can be applied easily to both one’s business and personal life.

The book is an easy read and does have some hokey moments – who really wants to envision Blake wear a pair of wedges? But his points are well illustrated with real life examples, and do provide insight on how to use this new business model and promote it well.

Why this book is for you:

• You’re ready to make a difference in the world through your pet business or organization, but have the need to pay your mortgage, too.
• You have a corporate philanthropy initiative in your organization, but struggling to promote your cause.
• Social entrepreneurship inspires you, and you want to learn more about how this business models works so you can apply it to your own.
• You’re looking for a new model of success for you and your organization.

“Start Something That Matters” is available nationally through local Barnes & Noble stores, IndieBound, and Amazon.com.

Your Turn: What is the passion you want to turn into a profitable business?

About the Author
Dara is a brand identity and marketing design strategist at 7 Lucky Dogs, a leading consultancy in marketing to “pet parents”. Through customized marketing and brand identity packages, 7 Lucky Dogs helps you discover what makes your company, product or service different from your competitors. We then translate this differentiation visually into a logo, product packaging, an E-commerce site and promotional materials to reflect those unique attributes. We make our clients look credible and memorable to their prospects while they increase their bottom line. As the owner of 7 Lucky Dogs, Dara is passionate about helping independent pet businesses stand out in front of their competitors and attract more clients. She blends business smarts with creativity with formal education in both graphic design and marketing.