Profits, gross income, benefits, minimal cost – all typical terms for a successful business. The goal of the game, maximize the above. The problem is when crisis hits, which it always does, business as usual is no longer the ideal.
Something new must breakthrough, and breakthrough it has. For years the word philanthropic had no place in corporate business plans, but now we begin to see a change, a shift in stride, and a restoration of success. Philanthropic business is good business.
One of the biggest examples is TOMS shoes. Founded not more then five years ago, this extraordinary company is a giant. But how?
They must have had some elaborative advertising campaign, putting themselves at the forefront of their industry. But, a further investigation would reveal no such efforts. Blake Mycoskie, founder of TOMS shoes discovered that if you do something good you don’t need to advertise or market.