33voices interviews Bernadette Jiwa, author of The Fortune Cookie Principle.
Are you selling your product or your story?
In September of 2010, while attending The Clinton Global Initiative, I was particularly moved by the story behind TOMS Shoes and its founder Blake Mycoskie. Although the story is well documented, it continues to power one of the most amazing humanitarian movements. While traveling in Argentina in 2006, Mycoskie observed a large number of children with no shoes on their feet – so, as he befriended them, he vowed to help. Upon his return to the United States, he started a shoe company and created the ‘One for One Movement’ – For each pair of shoes TOMS sells, one pair is donated to a child with bare feet. Visit TOMS.com, and you’re not asked to purchase the shoes, instead, you’re asked to share the story – because that’s how movements begin. It’s also what the 2012 Australian business blogger of the year, Bernadette Jiwa tells you will become your greatest competitive advantage – Here’s where you start —–