blake mycoskie has a product and he's marketing it by telling a story. >> it's the way the guy -- >> and having other people tell it. >> i want someone to ask me about my shoes so i can say have you heard about tom's before? this is the story. >> everyone who wears are sures are marketers of our shoes. >> spend a little time with blake and you feel compelled to buy his shoes. he founded tom's two years ago after meeting a group of children in argentina that couldn't afford shoes. >> i thought, what if we sold them in the united states and for every pair of shoes we sold, we give one back to the children who don't have shoes. within six months, he sold 10,000 pairs of shoes and given away the same number. >> it's emotional. to sit there putting shoes on people's feet, my mom and dad and friends are doing it. it's what it's all about. this is the fulfillment of the promise we made to these people six months ago. >> she saw a friend wearing the shoes. she made fun of him. once he told her the story, she was hooked. >> i went to the website, still didn't like the shoe, but fell in love w