And the whole pattern starts again." That pattern contributed to the rough patch at Toms.
For years, the company seemed almost magical--Mycoskie built not just a business but also a movement.
As Attah explained to red-carpet interviewer Ryan Seacrest--another Toms admirer--the business won him over by promising to donate 10,000 pairs of shoes to his native Ghana.
It was a one-off escalation of Toms' famous one-for-one model: Every time a consumer buys one of its products, the company donates a related product or service to someone in need.
(In Toms-talk, such donations are "gives.") Toms sealed the deal with Attah four days before the Oscars in a last-minute scramble.
At the time, Mycoskie was incommunicado at the Hoffman Institute, a personal-transformation retreat.
Surtout connue du grand public pour avoir donné la réplique à Liam Neeson et Famke Janssen dans la trilogie d'action «Taken», l'actrice de 31 ans a profité d'un récent événement organisé à Hollywood pour officialiser son couple avec le réalisateur Matthew Cooke.At Hoffman, Mycoskie says, he recognized a vicious cycle."I work so hard and I am so maniacally focused on accomplishing something that I shut out other things in my life," he says.Yet Toms has been attacked for the unintended consequences of its good works and questioned, sometimes harshly, about the effectiveness of its giving model.At the same time, its message--although never its mission--briefly drifted.Although no longer CEO, he is still the company's public face, chief idea generator, and animating spirit.In that context, understanding his own motivations and behaviors is a core competency.During the broadcast, AT&T debuted an ad extolling Toms' growth and ethos of giving.And Abraham Attah--the 15-year-old co-star of --turned up for his presenter's gig shod in a pair of the company's signature alpargata slip-ons, made specially for him from embroidered black velvet.For years, the business carefully balanced stories about products with stories about giving. Toms' task is doing both, at the same time, and the only way it all works is if one doesn't overshadow the other.But over time, the marketing scales tipped toward lifestyle, which is dangerous when an idea, rather than a shoe, is the heart of your brand. Given that challenge, Mycoskie may have been wise to prioritize Hoffman over recruiting a celebrity for the Oscars.