As part of his continued mentoring and general evangelism of all things interesting, Kim sent me a copy of Inside the Tornado. I’ve been reading it during this trip (I’m in Chicago for 2 days), and thinking a lot about how products that do “cross the chasm” can make a real run for it (as opposed to becoming just another might-have-been, has-been, or fad).
I’m not sure exactly where they are headed, but Crocs are certainly going there fast. I first heard about them on a plane – a woman behind me was talking them up to a guy who’d noticed them on her feet (hers were bright red). Soft, round, breathable foam – they are the ultimate traveling shoe. Plenty of room for your foot to expand when warm – but supportive when you’re walking, and light as air.
I looked for a pair at Palo Alto Bicycles about a month ago – but they were out of my size, despite carrying considerable stock for a specialty bike store. Today – I stopped in at Uncle Dan’s in Evanston (for a new travel tote) – and there they were. Two walls of Crocs!!
A woman behind me also bought a pair. “Yeah – we can’t keep them around!” said the manager, ringing up her charge. “We’ve been selling them for a while – but suddenly, everyone wants them.” Later in the day, my host Seth saw an advertisement for them in the local free weekly. “Hey – aren’t those the shoes you got?”
“It all started in July 2002 when three Boulder, Colorado based founders decided to market an unusual shoe developed and manufactured by Foam Creations, Inc.
Originally intended as a boating/outdoor shoe because of its slip-resistant, non-marking sole, Crocs introduced it’s first model, the Beach™, in November 2002 at the Ft. Lauderdale Boat Show. From there, popularity mushroomed. Sales poured in. By 2003 Crocs had become a bona-fide phenomenon, universally accepted as an all purpose shoe for comfort and fashion.”
From 2003-2004 Crocs focused on accommodating our remarkable growth while maintaining control. We expanded our product line, added warehouses and shipping programs for speedy assembly and delivery, hired a senior management team and acquired Foam Creations. Today, Crocs are available all over the world and on the internet as we continue to significantly expand all aspects of our business.
Despite our rapid success, we still stand behind to the core values of Crocs Footwear. We are committed to making a lightweight, comfortable, slip-resistant, fashionable and functional shoe that can be produced quickly and at an affordable price to our customers. We thank you for your support and look forward to providing you with exciting new Crocs designs in the years to come.
Textbook! Originally produced in small batches for a single market – they have expanded across the “chasm” to new “bowling pins” (note that easy sterilization is a selling point – going for the medical market!) and on to fashionable, sensible people – everywhere. Can you imagine how chaotic the last two years have been for those early founders??
But it looks like they’ve learned to ride the tornado – which means ship, ship, and ship! Then… acquire the tech, outsource production, and diversify the offering! Made in Mexico, these shoes now come in a variety of funky colors and styles (thongs on the way) – for just $25 a pop.
So – here’s one more breeze to add the the whirlwhind. Bright, comfy, and unisex – they’re the best thing in sport/smart footwear since Chacos. Check them out!