The TOMS Experience. What’s Your Story?

I recently finished the book “Start Something That Matters” by Blake Mycoskie (@blakemycoskie), founder and   Chief Shoe Giver for TOMS shoes.  One thing that has stuck with me about the book is the importance of knowing and telling your story.  Mycoskie shares an example where he saw a lady wearing a pair of TOMS shoes and commented on them.  She didn’t recognize him and proceeded to tell him the amazing TOMS story.

It really is a fantastic story and like any good American, I just had to have my pair of TOMS.  When I purchased my TOMS I encountered this message three times.

With every pair you purchase, TOMS will give a pair of new shoes to a child in need.  One for One.

The TOMS story was displayed in the shoes themselves, on the tag and in the cool flag/shoe bag.  All three of these encounters with the story make me as the customer feel really good about the fact that because of my purchase a pair of shoes will be donated to someone who really needs them.

Here are some things I think TOMS is doing right from a customer experience standpoint:

1. Know your story and be concise! Businesses and individuals alike should know their story and share it in a concise manner.  The more concise and awesome the more likely people are to share it with others.

2. If you have a great story, share it! By telling their story over and over, TOMS is ensuring their customer will know it.  This is critical because great stories go viral.

3. Great stories instill customer confidence! Knowing the TOMS story made me feel really, really good about my purchase.  While I know nothing about the durability of the shoes, how could a company telling such a great story make bad shoes?

4. Write a book about your story! This may not be for everyone but my wife said “Hey, you have to read this book about TOMS shoes.”  I read the book, found myself completely inspired and as a result, bought the shoes.

So to sum it all up, TOMS shoes has me thinking a lot about my story and our story at Phone.com.  In the meantime, you should buy a pair of TOMS shoes.  They are really cool!

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