From a Marketing Strategy to a Global Movement: How Toe Shoes Became a Runaway Hit

Michael Martin

Michael Martin

What happens when you sell a product that goes against everything your company ever did in the industry, that no customers asked for, that people initially hated, without a business model and without spending a dollar in marketing? You create a remarkable shoe that takes the running world by storm and earns the 2010 “Item of the Year” in the Plus awards for design excellence.

In this fascinating presentation Michael Martin, General Manager of the Five Fingered Shoes (you know, the “toe shoes”), shares his journey building a product that was doomed to fail according to virtually every conceivable measure of potential future success.

Learn how embracing three simple concepts — embrace change, embrace serendipity, and embrace your customer — can help your company build a culture of innovation and give you the courage to make something happen, even against the odds.

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William Flamme

William Flamme

William Flamme is ExecuNet's Marketing Content Manager, where he is responsible for developing engaging career, job search, and leadership insight and delivering executive-level content across the various properties under the ExecuNet brand. Prior to joining ExecuNet in 2008, Will earned a master's degree in education and taught fifth grade and sixth grade. As a teacher, he deepened his appreciation for the written word and mastered skills necessary for managing writers who sometimes view deadlines as homework.

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