Thomas J. Bata, Shoemaker to the World, died on Monday in Toronto at the age of 93. This isn't normally something I would mention on here, except that he is such a big part of my personal history.
At the age of 15, I worked in a Bata store in Ottawa. When I moved to Toronto for school, I transferred to the Eaton Centre location. Upon graduation,I accepted an industrial design job at the Bata head office designing athletic shoes. This changed into a trend forecasting/ marketing job over the years. On my decision to start my own agency, they quickly became one of my first clients, where I continued to do product development and brand marketing.
I have often said that Mr. Bata basically paid my way through school, allowed me to see the world, and gave me every opportunity to be successful.
I liked Mr. Bata's optimism - He saw people not wearing shoes in Africa - he saw this as an opportunity and not as a stumbling block.
I remember sitting in a meeting one day, where Mr. Bata was upset about a marketing campaign that was being presented. It was a campaign showing "lifestyle" instead of product. He was adament - "WE SELL SHOES not PEOPLE". But I learned something that day - customers ALWAYS want to see their product come to life in their ads and marketing materials. Don't try and be so clever that you forget what you are selling.
Thanks Mr. Bata. You will be remembered.
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