ILLUSTRATION CAPSULE 2.2 TOMS Shoes: A Mission with a Company TOMS Shoes was founded in 2006 by Blake Mycoskie after a trip to Argentina where he witnessed dren with no access to shoes in areas of extreme poverty. Mycoskie returned to the United States and founded TOMS Shoes with the purpose of matching every pair of shoes purchased by customers with a new pair of shoes to give to a child in need, a model he called One for One . In contrast to many companies that begin with a product and then articulate a mission, Mycoskie started with the mission and then built a company around it. Although the company has since expanded their prod- uct portfolio, its mission remains essentially the same: With every product you purchase, TOMS will help a person in need. One for One. TOMS's mission is ingrained in their business model. While Mycoskie could have set up a nonprofit organi- zation to address the problem he witnessed, he was certain he didn't want to rely on donors to fund giving to the poor; he wanted to create a business that would fund the giving itself. With the one-for-one model, TOMS built the cost of giving away a pair of shoes into the price of each pair they sold, enabling the company to make a profit while still giving away shoes to the needy. Much of TOMS's success (and ability to differentiate itself in a competitive marketplace) is attributable to the appeal of its mission and origin story. Mycoskie first got TOMS shoes into a trendy store in LA because he told them the story of why he founded the company, which got picked up by the LA Times and quickly spread. As the company has expanded communication channels, they continue to focus on leading with the story of their mission to ensure that customers know they are doing more than just buying a product. As TOMS expanded to other products, they stayed true to the one-for-one business model, adapting it to each new product category. In 2011, the company launched TOMS Eyewear, where every purchase of glasses helps restore sight to an individual. They've since launched TOMS Roasting Co. that helps support many chil- TOMS one weap hat ©John M. Heller/Getty Images Entertainment access to safe water with every purchase of coffee, TOMS Bags where purchases fund resources for safe birth, and TOMS High Road Backpack Collection where purchases provide training for bullying prevention. By ingraining the mission in the company's business model, TOMS has been able to truly live up to Mycoskie's aspiration of a mission with a company, funding giving through a for-profit business. TOMS even ensured that the business model will never change; when Mycoskie sold 50 percent of the company to Bain Capital in 2014, part of the transaction protected the one-for-one busi- ness model forever. TOMS is a successful example of a company that proves a commitment to core values can spur both revenue growth and giving back. Eleront