Currently half way through this book - it's the really neat story of how Tom's shoes got started. If you've ever thought about your own start up, this is a great guide with lots of awe-inspiring stories built in. Blake Mycoskie is one smart dude. I now own 3 pairs of Tom's shoes and Sarah has one. We love 'em. That means my dollars put shoes on our feet and the feet of 4 kids without shoes. That's awesome! Conscious buying.