A Kuita Bhizimisi Rakanaka Muenzaniso Akakanganiswa Kuenda Kumusangano Wekugara Kwevanhu
TOMS ibasa reBlake Mycoskie, muzvinabhizimisi wechidiki uyo mufananidzo webhizimisi unoisa hutsva hwehutano hwemagariro evanhu .
Mycoskie yakavaka kambani inokunda zvose kutengesa uye mwoyo nekutenga imwe / kupa mumwe muenzaniso.
Pakutanga, yaiva TOMS Shoes. Mycoskie akawana pfungwa yeTOMS Shoes paakashanyira Argentina uye akaona vana vakawanda vasina shangu.
Panguva imwecheteyo, vazhinji vakura munyika iyoyo vakange vakapfeka shangu iri nyore asi yakasununguka yakabata maziso aMycoskie.
Shamwari yeMycoskie, TOMS Shoes, yakagamuchira iyo shangu yakashambadzira, yakaibudisa mumitambo yakawanda uye mavara, uye yakavimbiswa nevatengi kuti yezvipfeko zviviri zvavakatenga, mumwe wechipiri aizoenda kune vanhu vaishayiwa.
Pfungwa yaMycoskie yakaenda kune zvakadai zvokuti TOMS yakakanda "shangu" kubva kune zita rayo uye ikavaka kutengesa mabheji, sezvo ikozvino yakapararira mumasikati, kofi, kutenga kunopa mvura pane inoda, uye mamwe mabhizimusi emabhizimisi. Kutaura zvazviri, TOMS kupa zvinhu zvose zvinoramba zvichiwedzera uye zvino zvinosanganisira kudya, utano, uye dzidzo.
TOMS yakave yakarongedzwawo nevashambadzi vakawanda vezvemagariro evanhu. Warby Parker iyo inotengesa maharaglass anotengesa paIndaneti nekutenga imwe / kupa mumwe muenzaniso ingave muenzaniso wakanaka kwazvo.
Asi panewo zvinyorwa zvekuti Out Of Print zvinopa mabhuku kana zvichitengesa zvipfeko zvayo zvekugadzira zviri kunze kwekudhindwa mabhuku ekugadzira, Uye kune maonde, mugadziri wezvokupfeka kune vashandi vehutano, kupa zvienzanidzo "kune vashandi vezvehutano munyika dzakabudirira.
Munguva pfupi yapfuura, takaona Bixby, pamapakipacks uye masikati emabhokisi; Mabhomba kwemasokisi; uye kaviri seChipfuva chehazha, zvigwamba, uye zvitsvuku.
TOMS, kubva pakutevedzera mafambiro evanhu vane hurumende, vakagura mararamiro emabhizimisi 'anoita-zvakanaka' sechikamu chezvirongwa zvebhizimisi ravo. Uye kuenderera mberi kunoenderera mberi sekuti mutsara unosvibiswa pakati penyika isingabatsiri uye inobatsira.
Nhasi, kune nzira dzakawanda dzokugadzira bhizinesi kuitira kuti iite zvakanaka nyore nyore. Mienzaniso inosanganisira masangano ehurumende uye B Makambani
Zvidzidzo kubva kuTOMS zveVanoshushi veZvamwe
Enda kune Tendairo
TOMS yakangoitika kuti inopesana nekusimudzirwa kwevatengi vakave vakawedzera kuziva nezvekushandisa kwavo. Vanoda kushandisa mari yekutengesa izvo zvinoitawo zvimwe zvakanaka munyika.
Kutaura zvazviri, chiitiko chekupedzisira Cone Communications CSR chakafumura kuti 63 muzana yevanhu veAmerica (zvichida kusiya basa rehurumende) vanotarisira kuti mabhizimisi anotungamira hukama hwevanhu pamwe nekushanduka kwezvakatipoteredza. Uyezve, 78 muzana vanoda kambani kuti dzibatanidzwe mune zvehupfumi hwevanhu.
Nekutsvaga simba, 87 muzana yevatengi vanoti vachatenga chigadzirwa nokuti kambani yakabatanidzwa nehupenyu hwavanotarisira apo apo 76 muzana vanoti vanoramba kutenga mishonga yemakambani kana mabasa kana ikatsigira nyaya yaifunga kuti haina kunaka.
Kuwedzera kukurumbira kwekutengeserana kwakakonzera kukonzera kwave kuri kushamisa, kunobatsira zvikonzero zvakawanda pamwe nekubatsira makambani kupopotera mukurumbira kwavo sevanhu vakanaka vekambani. TOMS akatasva nzira iyo kubudirira kunoshamisa.
Bika mune Zvakanaka
TOMS inopfuura kupfuura izvo mamwe makambani anoita.
Iyo yakatevedzwa pamhedziso yokuti kutengesa kwakaenzana nezvakanaka zvakaitwa. Mycoskie akati, "... tinoziva zuva rega rega kuti tichazopa rimwe shangu mbiri kune mumwe nomumwe watinotengesa, uye ndizvo izvo. Kana tisingagoni kuita bhizinesi basa nenzira iyo, zvino bhizimisi hazvibatsiri. "
Vakai mukusimudzira
Mutevedzeri weTOMS ndeyekuzvinyima kudya. Mycoskie akaita chirevo ichi, "Dai ndingave ndakatora hafu yemamiriyoni emadhora uye ndangotenga shangu kuti ndipe vana, ndingadai ndakakwanisa kupa zvipfeko kamwe chete. yakasimba sezvo TOMS Shoes ikozvino. "
Ipai Vashandi Chikonzero Chokuzvirumbidza
Mycoskie anotsigira kuti mushandi anoshanda paTOMS inoshamisa. "Unogona sei kuva pasi apo iwe unoziva zvose zvaunoita zvinoita kuti vana vafare?" iye ataura.
Isa Nyaya kuMutengo Wako
Ipa vatengi vako nhau iyo vanogona kuidzorera zvakare. Iyi shangu (uye magirazi, nezvimwe zvose zvinotengeswa TOMS) zvakasiyana zvakakwana uye zvinotapira zvakakwana kuti zvikumbire mutengi wemazuva ano, vaduku nevakuru. Vatengi vanogona kuzvirumbidza pamusoro pekuti ivo vanobva kuTOMS, uye pano ndizvo zvinorevei.
Vatengi vanonzwa zvakanaka nezvekutenga kwavo uye vanoda kuudza shamwari dzavo. TOMS merchandise yakachena uye inogadzira buzz.
(Quotes from Success Magazine, 2009)
Sources:
Bhizimisi rekupa - TOMS Shoes, Success Magazine, 2009
Toms Inoisa Kunze Kutengesa Maitiro Eupenyu, Kwete Chaizvo Zvishongo, Fast Company, 2013
Muvambi weTOMS paReimagining Mission yeChishanu, Harvard Business Review 2016