At least in part, the Hope Movement implements this same idea of buy one, give one that Toms Shoes employs. Because when we and our team members purchase and consume the Alovéa nutritional products the same nutrition is matched and sent to vulnerable children.
But this is where the Hope Movement and the Social Business 3.0 model is able to achieve an expanded impact.
Almost all social business in the world today is in the category of Social Business 1.0 or 2.0, but we are the first to market with this idea of Social Business 3.0. This term was coined by a Social Entrepreneur, David Bornstein. He said, “Social Business 3.0 looks beyond institutions to the change-making potential of all people and their interactions. It recognizes that Social Entrepreneurship is contagious and enables more people at every age to think and behave like change-makers and to help them work together powerfully in teams and in teams of teams.” Understand that David Bornstein is not a direct marketing expert, and when he made this insightful comment Social Business 3.0 did not exist. It was only a concept. But his comment is mindful of the central feature of direct marketing business philosophies.
If you are familiar with the business building strategies of direct marketing companies from as early as the 1950’s, until this very day, this is what you know, team building is one of the highest priorities for any direct marketing business. And is the foremost reason direct marketing is such an economic force on this planet. The number of people involved in United States direct marketing companies grew from 18 million to 20 million in 2015 and the business model represents every generation. What makes the difference here, unlike owning an expensive retail shoe store, is anyone—simply anyone—can own an easily affordable direct marketing relationship and potentially earn income by joining those teams. So, this 3.0 concept more easily and more readily turns growing teams of all kinds of people into powerful social entrepreneurs who are not only purchasing and consuming matching life-saving products but who are financially compensated for the teams that grow over time. This is why I call it the genius and the goodness of Social Business.
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