A Lesson in Apologies from TOMS Shoes

Why did he regret appearing at the event?  TOMS should have simply stated that it doesn't share the same views as "Focus on the Family," and if some of its customers have a problem with that, then don't buy the product. If Mr. Mycoskie is really trying to do a good thing, he should get used to be criticized, especially if that association is serving Jesus Christ. "If anyone is ashamed of me and my words in this adulterous and sinful generation, the Son of Man will be ashamed of him when he comes in His Father's glory with the holy angles."  -Mark 9:38

I'm taking issue with the fact that he considers it wise to apologize for speaking at a conservative event. I will officially never buy his shoes. 

First, he should have a trusted strategic counselor to assess speaking engagements and other opportunities. Often, when you have a large account team (and I don't know if they do) no one is providing the kind of hands-on counsel leaders need.  Second, I agree that he should not have apologized. A clear statement that the company maintains no ties to specific political or religious organizations along with clarification about the mis-information on the partnership would have been enough. By apologizing to one group, the company alienated another.

If he apologized .. I can not. He would not have succumbed to it in the first place. He let out a small minority of directly to his reputation. Should have done, what other groups in a similar situation, such as Target and Chic Fil fact, the only club to have shoes on the kids.

The three steps for apologizing are fine, something you learn in Kindergarten, but he had nothing to apologize for, yet he did.  Wishy-washy leadership.  Lame. I'd fire his PR firm.

Should he have apologized..  No way.  He shouldn't have caved it in the first place.  He let a small minority direct his reputation.  He should have done what the other groups in similiar situation like Target and Chic Fil  have done, stick with a mission only will be getting shoes on the kids feet. 

 Mr. Mycoskie spoke to a group that supports his mission in helping impoverished children. This group also opposes abortion ( as do I ) and is opposed to same sex marriage ( an event to which I am indifferent ). So Mr. Mycoskie in speaking to a group that may not agree with every precept of the liberal manifesto must offer an apology to every liberal and in doing so dismisses other groups which hold differing opinions. How about the kids - are they still being helped by Focus on Family? And if so has Mr. Mycoskie severed his relationship with the group ( for its beliefs) and the children ( for their association with the group?).  PC is killing this country.

tarnished image? could've fooled me....they are LOVED by their customers.

Yeah, Blake, you should apologize immediately for having  spoken to a group of people who are against abortion. Otherwise it might hurt your profits. After all , you love children so much, you give them free shoes. Anyone else see the irony here? Who is apologizing to the aborted children ? Who is giving them shoes?

Thanks for the wonderful article.

Only a sheep like you would think that Chic-Fil-A's image is tarnished.

This is a great example of liberal intolerance. They demand tolerance for everything except the people they hate. Even if those people help families and orphans. It's too bad he apologized.

"with people who are in their own way trying to make the world a better place" Trying to force your religious beliefs onto others does not make the world a better place.

Totally agree. I am a Chistian, and offended that he apologized for partnering w focus on the family. The mission is putting shoes on children feet. I don't understand why it matters where the money comes from. This reminds me of the flack Rick Warren got from partnering w non-Christian orgsinzations to help fight the Aids problem in Africa. He didn't apologize. He said the goal was to help alleviate some of the sufferring in Africa, and he didn't care where the help came from. He would work side by side w anyone who had a heart for Africa. I respect him for that.

Thanks for the post Suzspano! Isn't it ironic that the Tom's is criticized for associating with an organization with radically different views from theirs, when the main criticism of the other organization is its unwillingness to accept others who are different.  I applaud Tom's for trying to navigate such difficult waters. While I personally have MANY points of contention with groups like Focus on the Family, shunning interaction and dialog just spurs on greater intolerance from both sides. Let's lead by example and learn together!

And exactly what did Chic-Fil-A do, nothing, absolutely nothing to correct it's tarnished image. Too bad too, I liked the product but the mouthpiece makes it smell funny now.

Everyone can help someone in some way.  Why does Mccoskie have to sort through the prejudices? I think he has done enough to prove his sincerity.

Blake has alienated not just this group, which by the way reaches 200 million people around the globe.  He will now have to cancel other faith based group speaking engagements.  Think how many less kids he will be able to fit with shoes!  Should he have apologized?  No.  He shouldn't have caved in the first place.  He let such a small minority direct his PR.  He should have done what other groups in similiar situations like Target and Chic Fil A have done, stick with his mission only, getting shoes on kids feet.

I completely agree-- being angry at them for speaking at this event just perpetuates this "us-against-them" mentality that is so prominent in American society and politics. It's great that Toms can find common ground with an organization with whom they may not share even most ideals. 

oddly slanted story - looks like The Daily Dose could use a good PR team

While I admire the way Tom's presented their apology; I do not understand why people and organizations need to apologize for creating channels of communication with those who have different political, religious views. I see Mycoskies speaking at Focus On The Family as sharing the common ground of concern for child welfare and taking action as this relevent issue which devilifies the "other" guys. Toms Shoes could well advance the issues they support with PB like FOF welcomes Toms shoes to speak on corporate citizenship" (or what ever he spoke on) - by the way I am not a member or supporter of FOF and do not share many of their views. I do appreciate Mr. Mycoskies willingness to go an organization who aren't a shoe-in of approval an deliver a meaningful, dialogue building message.

Why does there need to be an apology for appearing at an event?  Freedom in the country allows us the opportunity to appear at whatever "events" we choose?  I am glad that the apology came quickly..as all should... but am unclear as to why the need?

Why not include Mycoskie's full statement?  Good grief.  Your article makes it sound like he thought appearing before an event (with people who are in their own way trying to make the world a better place) was a mistake...that's not the heart of his open letter at all. Epic journalistic failure. Here is a portion of what Mycoskie stated: "I regret that I, and many of you, have been pulled into this issues debate as a result – which was never our intention. However, my biggest regret is that the controversy has disrupted our effort to convene people of good will around our similarities rather than our differences, so that we can join together in serving those in the greatest need while inspiring others to do the same." Why is it that humans are consistently driven to selfishly find dirt on elements of life that are intuitively good?Stop nitpicking about your soapbox of choice and go improve someone's life, for crying out loud.

I know tons and tons of Christians (especially conservative Christians) who buy Toms, and who participate in A Day Without Shoes, and who do other things with the company. When I'd walk around campus and see people wearing Toms... they were usually Christian. So I think that actually many of their customers will be offended by this. I personally don't see why anyone should have been offended by him going to the event if they want Toms to get their message out to as many people as possible. I guess it just depends on what the event was for and what they said. 

I don't understand why he'd want to apologize for speaking to a group that is more generous with their time and money than he is.

What about the Christians who like Focus on the Family AND buy TOMS Shoes?  How will they respond?  How many fringe groups can be alienated at one time?  Let's find out!

I won't be buying any more Toms unless he apologizes to Focus on the Family for distancing himself from a group that loves everyone... even those who sin.

I realize the topic is the timing of apologies, but in this case, I find the call for an apology egregious--and telling. 

In religion, no matter what denomination, aren't we taught to forgive as we have been forgiven? As a conscious person, I choose no religious denomination and do my best to see all for the good they truly are.  Toms is bringing good to our planet by putting shoes on our childrens' feet.  To that, I am grateful! 

He absolutely did the right thing, although I would have been careful not to upset the Christian following...

I could not agree more!  Not sure that I would have ever bought his shoes but I most certainly will not now.

I like the fact that even though you all are obviously young, you appreciate the benefits maturity can bring. carlinws

The problem isn't identifying with a Christian organization, but with a Christian organization that can come off as abrasive and caustic (regardless how you feel about the topics). At the same time, he knows his audience - I doubt many Christians were lining up before to buy his shoes (I'm making an assumption, I don't really know) but when his market seems to be pro-choice and pro-gay-marriage, I'd say he made the right *marketing* move.

As an evangelical Christian, your "apology' offends me and probably the other 80 or so million folks who identify themselves likewise. When you are in a hole, the best thing to do is stop digging.

Apologies are definitely time sensitive. It's important to own up to your mistakes as soon as you become aware of them. The TOMS situation is a great example of a timely, honest,  and sincere apology.

My only problem is that he stated that he regrets appearing at the event. I think it would have been enough to reassure in this instance that they were not forming a partnership. I find it slightly ironic that the opposition was doing to him what they assumed he was doing to them. 

I've often found rectifying mistakes immediately, tends to have a very positive impact on referrals and new business. People expect great service so there's nothing extraordinary to tell others about. Add an issue and solve it immediately, now you've got some buzz.