Bright Pink Launches Assess Your Risk Tool


ayr_logo_bp1 in 8 women will develop breast cancer at some point in her lifetime. 1 in 67 will develop ovarian cancer. Those facts may be staggering – but fortunately, Bright Pink has created a tool to be proactive about early detection and assess your risk of developing these cancers.

The Assess Your Risk tool is a quiz that takes you through a series of questions in order to measure your risk of developing breast and ovarian cancer. It gives greater insight into helping you figure out how to reduce your risk and live a healthier life today. The tool takes family history, medical history, and lifestyle factors into account and offers deep levels of personalization with logic. AYR also goes deep into whether one should consider undergoing genetic testing, and why. Too Good Strategy worked closely with the staff of Bright Pink to develop this web app to accurately describe to women their risk for breast and ovarian cancer based on an intricate combination of personal, family, and lifestyle factors. 

Bright Pink encourages women of all ages and backgrounds to take control of their bodies and their lives and not leave anything up to chance. Assessing your own level of risk is the first step when it comes to taking charge of your breast and ovarian health – and this tool helps you do exactly that.

Too Good Strategy and Bright Pink worked together to create an informative experience to help women measure their risk levels, understand the implications, and determine next steps to take. The Assess Your Risk tool equips women with the information to beat the odds of developing cancer and proves that knowledge really is power.


Organizing Communities to Create Health

motherdaughter_shutterstock_253732306The health sector is currently locked in an unsustainable biomedical model. We spend vast sums of money on healthcare, and costs are on a continuously rising trajectory. The functions and systems in today’s biomedical model are far from sufficient to ensure health. The future of health needs transformation beyond that system. We attended the SSIR webinar, “Organizing Communities to Create Health”, to better understand the complex needs of the communities our clients serve. Read on for more insight into what we learned about the important role health plays in creating sustainable communities.

To truly understand how the healthcare system can be improved, we must first define what health is. Most people can give a “right” answer – eating right, not smoking, and going to the doctor, etcetera. But for most people, this sense of “health” is not the end goal. It is a means to an end. So what makes us feel satisfied with our lives and feel healthy? According to SSIR, physical functioning, safety and financial security, emotional security, nourishing relationships, a sense of meaning and purpose, a sense of mastery of our own lives, and access to support in our community are all on that list.

Reforming the healthcare system requires opening up a space to do something different. It’s more than just changing health – it’s about creating health. How do we deliver interventions to create life satisfaction – health at its fullest? The simple answer is, we don’t. We don’t deliver to people, telling them what we know they need. They can create it, and we can do it with them in their communities.

When it comes to understanding how to create health with communities, there is no easy answer, because it’s not just changing what we do, it’s changing how we go through the process.  Adapting appropriately in systematic ways and dealing with uncertainty are inevitable. So is thinking outside the box of how it’s done currently, because the process is a lot less linear, and there are a multitude of factors that are not under your control. Some steps to aid you during this process are:

  1. Ask and learn. Ask people: what do you value, what do you need, what is most important to you, what do you think should be done, how could you tell if things got better?
  2. Come to agreement on what matters most. Help, select, define, deliver, and evaluate interventions that make sense in a place and to the people who are there.
  3. Share power. Share decision-making about what to do and how to allocate resources.
  4. Share in the work. Partner with communities themselves, with those who know the community well, and with those who are good at building community.

A process to agree on priorities is foundational to communities creating health. Involve communities in the design, implementation and evaluation of efforts to create health by following these principles:

Guiding Principles

  1. Acknowledge that success depends on each other
  2. Expand what counts as knowledge
  3. Embrace emergence, including unpredictability
  4. Bring more voices to the table
  5. Value what people value

Ideas for What to Do

The health sector can look for opportunities to put theory into practice. These include:

  1. Investing in community building
  2. Investing in community learning systems
  3. Building the capacity of professionals
  4. Incorporating processes for good teamwork
  5. Experimenting and being willing to try things
  6. Sharing and holding each other accountable
  7. Expanding opportunities to document knowledge
  8. Promoting the tangible impact of community
  9. Transforming what drives funding decisions

Health as a Tool for Bringing People Together

The healthcare sector needs to take community seriously. You can create a space for community voices by:

  1. Listening and seeing where they’re coming from
  2. Showing you care and creating a dynamic relationship with community
  3. Connecting through partnerships and building relationships
  4. Networking and going to events that affect you directly/indirectly
  5. Building relationships regardless of cultural difference
  6. Understanding and developing trust

Once even one of these elements has been completed, the community starts to understand why they need to start making changes. Many of the other elements follow naturally. Creating health is all about engaging communities and getting people to rally around positive changes for themselves and their families. It truly does take a village. Coming together can make a difference to create health even with just one person at a time. 

10 Blogging Best Practices for NGOs

Now more than ever, communications are increasingly social, and blogging is an essential part of an organization’s marketing strategy. After all, blogging was the start of the social web, giving people the chance to comment and share ideas freely. Starting and maintaining a conversation with your community is a great way to tell your organization’s story and create a mutual understanding of your goals (whether they be mission-based or fundraising-based). We attended the NonProfit Tech for Good webinar “10 Blogging Best Practices for NGOs” to share tips with you on how to how to write, implement, and maintain a nonprofit-specific blogging strategy.

  1.     Integrate blogging into your content strategy

To be effective in your online communications and fundraising campaigns, particularly on social media and in email communications, you must have a consistent source of fresh content.

Tip from TGS: Make sure that updates to your blog coincide with major events, fundraising campaigns, and mission moments.  Using an editorial calendar is a useful tool for keeping track of all the pieces of communication that need updating.

  1.     Host your blog within your website

Hosting your blog inside your website will maximize SEO (Search Engine Optimization).  Search engines (especially Google) LOVE original content, so the more frequently you appear to be updating your site (even if through a blog) the better your rankings. 

Tip from TGS: Hosting your site on an easy-to-manage CMS like allows you to easily integrate a blog into your site. There are hundreds of responsively designed, low cost templates designed specifically for nonprofits.

  1.     Ensure that your blog is mobile compatible

Experience the site the way your average constituent would. The majority of your blog content will be viewed on tablets and smartphones, thus you must ensure that your blog is designed responsively. You should also prioritize images and large tappable donate buttons to make it easy for users to donate.

Tip from TGS: Whenever you have an event or a major meeting, be sure you snap a quick photo; adding visual interest always makes a read more interesting.

  1.     Ensure that your blog is easy to read

Select a two-column template with a white background and black text. Body font should be a minimum of 13 point and headlines should be a minimum of 18 point. Blog posts can be as short as two paragraphs. Any blog longer than 6 paragraphs should be extremely well-written or in bullet point form. 

Tip from TGS: Always have an action in mind you’d like your reader to take after reading your blog post.  Do you want them to Donate? Volunteer? Attend an Event?  Be specific and be sure your CTA (Call to Action) is highly visible.

  1.     Invest in good graphic design

Invest time and/or money in designing a header for your blog that makes a good first impression and prominently features social network icons, e-newsletter and mobile alert opt-ins (if applicable).  If people like your content, they are more likely to want to follow your other communication channels for more frequent updates and custom designed social network icons get more clicks. 

Tip from TGS: Make sure your “Donate” button is always easy to find, even on your blog.  You never know when people will be inspired to give.

  1.     Rotate promotional graphics on your blog

Create promotional graphics for your blog for events, donations, mission moments, etc.  If you’ve hooked them on an article within your blog, you don’t want to make them search for how to get further involved with your organization. Be sure that your user can see your CTA in two seconds or less.

Tip from TGS:  Make sure your CTAs make sense with your content.  If talking about an upcoming event, allow readers to easily purchase tickets or sign up to volunteer.  If talking about the need for funds to support mission activity, make sure readers can easily donate.

  1.     Enable readers to easily comment

Respond to comments posted on your blog when necessary. Delete comments that you think are rude and inconsiderate, but allow those that disagree respectfully to remain visible. You can implement a service like Disqus that signs in users with their Facebook profiles, to keep people accountable for what they say.

Tip from TGS: Commentary on your blog is good.  Encourage conversation instead of only responding outright.  The more communication readers have with your brand, the more connected they will be to your mission.

  1.     Blog at least once a week

The idea that you are supposed to blog everyday is a myth. At minimum, blog once or twice a week. That said, the more often you blog, the higher the ROI. Allow guest/multiple bloggers to share their experiences with your organization or their subject matter expertise and keep it diversified.

Tip from TGS: Every blog post doesn’t have to be a novel.  Short posts about news/current events related to your mission along with a point of view from your organization are just as powerful.  In reality shorter posts get read more thoroughly.  Writing your posts shouldn’t be a chore.

  1.     Title blogs to optimize SEO and social sharing

Consistently use keywords in your blog posts that are relevant to your mission; strong keywords help grab the attention of readers and search engines. Create blog title images (with image names) to grab reader’s attention and to maximize image searching. Once engaged with your content, you need to make it easy for readers to share your blog content on social media networks, using a plugin such as Shareaholic.  

Tip from TGS: Don’t make it hard for people to love you and share their passion for your mission.  Whenever possible allow readers opportunities to quickly and easily share your blog posts and become evangelists for your cause.

  1. Diversify your blog content

The idea that blogs must be editorial, written in first person and only about your mission is an antiquated idea. There are so many great ideas and angles you can take, like summarizing a breaking news story or making a statement about the news story. You can also ask readers to donate, sign a petition, share your nonprofit’s page on Facebook, follow you on Instagram, become a volunteer, buy a t-shirt, etc.

Tip from TGS: People love statistics, especially images of statistics.  Creating visually impactful statistics that surprise or delight your readers is a great way to get them talking about your cause.

The overall most important thing to remember when setting out to develop a blog strategy, is to not overthink it.  Your readers are interested in what is happening in your organization and your opinion on issues surrounding your cause.  Think of your blog as a great way to start a conversation with people you want involved in creating change.

Housing First Launches Capital Campaign Microsite

Housing First is a non-profit that takes a community-centered, whole-health treatment approach to ending chronic homelessness for individuals living with mental illness and other brain-based disorders. For people who live on the streets, it is extremely difficult, if not impossible, to seek recovery from a mental illness or substance use disorder. Housing First is an evidence-based model that moves individuals and families from the streets or shelters into housing where they receive rehabilitation services and recovery support. Housing First offers its residents more than just four walls – they offer them independence as they start new, healthier phases of their lives.

Housing First is a project of Austin Travis County Integral Care (ATCIC), and the campaign is currently fundraising to bring this innovative model to our community’s most vulnerable members in two ways. The first is by building a 50-unit permanent supportive housing complex in Travis County, and the second is to fund additional supportive services and housing for individuals living in apartments across the county. Scheduled to open in 2017, Oak Springs will include 50 efficiency units, an integrated health clinic, supported employment services, and a community room.

Too Good Strategy collaborated with Fayruz Benyousef Consulting and ATCIC to create an informative microsite to educate the community and support its capital campaign. Learn more about Housing First at

Design Thinking for Social Problems


Those who work in the social sector know how difficult it can be to make clear choices regarding solutions to social problems. There often seem to be a million ideas and a tremendous lack of resources to execute them successfully. It’s also difficult to always pinpoint the audience for which you are designing a solution – it is easy to say we want to help everyone. This is where a methodology called Design Thinking can help. Design Thinking is a collaborative, iterative, and human centered approach that is used to test solutions to problems. We attended the webinar “Design Thinking to Solve Social Problems” hosted by the Stanford Social Innovation Review to dive deeper into this creative methodology for changemakers.

Design Thinking is a nonlinear approach that can feel messy, but is sprinkled with moments of extreme clarity. First you must reframe the problem – make sure you’re asking the right questions and allowing for open-ended solutions.

After reframing the problem, design thinking can be broken down into 4 Foundational Elements: Empathy, Definition, Ideation, Prototype & Iterate. These elements are often repeated (as needed) and can be done non-linearly. There is no right or wrong way to to implement design thinking, it’s simply a formula to help think about problems in a new way.

1. Empathy
Empathy is all about understanding the end user that needs the solution. It’s important to specify who exactly is the target audience, and this is often helped by engaging actual end users, beneficiaries and stakeholders. Picture a specific person and ask yourself “Who’s experience am I trying to transform?” This is the part of the process where you uncover motivations, beliefs, and feelings behind your end user. Remember, if you try to design for everyone, you’ll end up with something that is useful to no one.

Another way to connect with who you’re designing for is to identify extreme beneficiaries: users who highlight needs and insights quickly. Often, this is the user who is not as easily seen. This is an especially useful approach in the social sector, because we tend to focus on users who walk through the door of your non-profit and announce they need help. They are already showing up, and seeking out the people who are not actively showing up for a multitude of reasons are most likely the ones who can offer the deepest insight.

So what does empathy actually look like? In Design Thinking, it’s about engaging with your users, immersing yourself in the experience you’re designing, understanding how the flow of the experience feels, and observing patterns and insights. After the Empathy process is complete, unpack it all with your team to create a shared understanding of the problem at hand.

2. Definition
Define is about uncovering explicit and implicit needs to get to true meaning. These insights allow you to make choices on what needs drive your design process. Generating a range of possible solutions to these needs allows you to begin creatively solving the problem, or going through the process of Ideation.

3. Ideation
The goal of ideation is to generate as many ideas as possible. Go for quantity and build on each other’s ideas. As your teachers used to say, ‘No idea is a bad idea.” This time is a chance to forget constraints and self-consciousness for a moment and go between phases of brainstorming and flaring with your team. Make sure you write down all ideas because you never know when a word or a phrase is going to spark a genius idea in someone else.

4. Prototype & Iterate
Prototyping is mocking up a quick and dirty design with the goal of making something physical that your target audience can interact with. You prototype to learn from your user, to see how they interact with your solution, and maybe get new ideas through observation. Always build in low resolution, because blunt and honest feedback will be returned since it’s so rudimentary; your audience will think you haven’t spent that much time on it and are not actually attached to the idea. Experiment with creative approaches to building prototypes: even the simplest of materials can do the trick. The main idea behind prototyping to to fail fast, early, and often, and to challenge your assumptions about your idea and design in general. Prototyping does not have to slow down your process as long as you are iterating on your ideas quickly. When ideas can be challenged and improved upon quickly and without consequence, people are more likely to take a chance that could lead to genius.

Encourage Creativity
Experts in design thinking recommend building radically collaborative teams that include target beneficiaries and end users and to energize your space with creativity: photos, sticky notes, maps, drawings, etc. Getting your team standing and moving around encourages an atmosphere of positivity and creativity so that everyone knows they don’t need to be self-conscious about their ideas. Separate moments of brainstorming and flaring, and explicitly say how much time you are going to spend on each; these meetings should be emotional experiences, and you want your team to be fully ‘on’ and engaged so they will bring their best ideas and not be afraid to improve on others’.

The mindset of design thinking is focused on human values – designing for actual people. You must show, not tell, be biased toward action, and embrace experimentation.

There are definitely some common challenges involved with design thinking. It’s a time intensive methodology, can be messy, and certain teams may not have the internal capacity to execute it well. To do design thinking well, you need complete support from leaders and everybody needs to embrace that your final solution (although almost always better) will be inevitably different than what you thought before you started the process.

Overall, Design Thinking is a radical, creative, and collaborative methodology. It’s highly recommended for teams working in the social sector due to its experimental approach into solving complex social problems.

Bright Pink Promotes Tools for Breast and Ovarian Awareness


Bright Pink is an organization on a mission to save women’s lives from breast and ovarian cancer by empowering them to live proactively at a young age. They are the only national non-profit organization focused on prevention and early detection of breast and ovarian cancer in young women. Bright Pink sees a world in which fewer people die from breast and ovarian cancer. They aim to educate and inspire women to move from awareness to action, practicing risk reduction and early detection as a part of a proactive life.

Currently, there are more than 2.8 million breast cancer survivors in the United States at this time. Due to breast cancer awareness and early detection, death rates have been declining since 1989. Bright Pink plays a huge part in spreading that awareness.

The statistics for ovarian and breast cancer are staggering, 1 in 67 women will be diagnosed with Ovarian cancer, and 1 in 8 women will be diagnosed with breast cancer in their lifetime. September and October were Breast and Ovarian Awareness months, and Bright Pink actively promoted their tools and resources to help spread prevention knowledge. We are proud of the work we did with Bright Pink during these months to spread awareness.

Act on Facts is a simple way for women to understand lifestyle factors that impact personal, potential risk and easily share information with women they care about.

Bright Pink also created the Assess Your Risk tool to help women assess their personal level of risk for breast and ovarian cancer. The tool is a simple quiz that analyzes your health and family history alongside some of your lifestyle choices, so that you can learn more about your personal risk, and also understand actions you can take to reduce it.

Become breast and ovarian self-aware, share knowledge of Bright Pink with a woman you love.

How to Bring Creative Testing to Market

In an information cluttered world, clients must streamline their research testing methodology in order to reach fast, meaningful decisions about their businesses. The research process has shifted from lengthy, expensive black box to real-time and mobile. The industry is thinking about research testing much differently, because the speed of business is changing. Gone are the days when people have to wait days for user research. The deliverable has been streamlined to be more efficient, thus lowering costs. The value and expense has traditionally been around a deliverable, but now technology has changed the game by bringing the most valuable pieces – the data and analysis – to the forefront.

Any time you’re developing a product or service, you start with an insight, which is enfolded in a unique selling proposition, which gives you your business compelling differentiators. From there, you develop your benefit details and support claims, which let consumers know why they should choose you over competitors. All of that is wrapped up in branding, marketing, packaging, and paid media. Here is some advice about developing your creative testing strategy, from the “How to Bring Creative Testing to Market” webinar put on by SurveyMonkey.

Developing Your Approach

What should you think about when you’re developing your creative testing method?

  1.     Have a valid sample source – Make sure that the data is high quality so there are checks on the data. Some clients want to leverage data derived from a panel (a group of people that a company has recruited to take surveys) with social media data. Understand the context of your data, and know that social media is a biased source. From TGS: If you are evaluating an existing product or service, your social media contacts can be a great place to start.  If you are testing a new concept, you are better off creating an unknown social sample through tools such as Facebook ads and Google customer surveys.
  1.     Defining Key Success Metrics – Metrics are everything, and it’s all about choosing the metrics that make the most sense for your goals. From TGS: Defining what success means from the beginning will help identify the right tools to measure success.
  1.     Efficient but Effective Analysis – Only look at the data you need and make it streamlined, then make decisions based on that. From TGS: There can often be extraneous data or qualitative feedback; it’s important to make sure you pay attention to the nuggets of information that are true insights, not just commentary.
  1.     Focus on Significant data – Data overload is happening everyday. Think about only focusing on the the data you need from a particular data source. No more, no less. From TGS: Make sure you are collecting and analyzing the right data, not all data is good data, and to make sound decisions you must be sure the source is reliable and there are enough sources to be representative of your customers/constituents.
  1.     Move away from “horse race” – This refers to the idea that something “wins.” This concept may be clean and great, but we live in a world where we can run inexpensive tests. A much more iterative, agile learning approach should be the mindset to have while creative testing. From TGS: Don’t one and done on testing.  Make sure you are going back to the source and testing how the changes you made affect acceptance and understanding.  You’ll be surprised at the new insights you gather with every additional round of testing.

By following these tips, you’ll be well on your way to mastering creative testing and winning clients and customers.  


College Forward Student Portal Launches

The road to college can be long and bumpy. Questions about choosing the right college or university, interpreting financial aid, picking a major, and navigating new student life are all tricky situations applicants have to deal with. Sometimes, all this confusion can prevent students from making the best educational choices possible that fit their individual needs and goals. Once a student is actually in college, even more issues arise. Keeping up with difficult classes, assignments, new schedules, financial aid deadlines, and professors are all challenges for new college students. All of these normal situations are even more difficult when students don’t have a parent or loved one at home who has been through the experience and can guide them along.

That’s where College Forward comes in. Through personalized, peer to peer coaching and a reliable support network, the nonprofit guides motivated and ambitious students to and through college.

College Forward is a non-profit college access and completion program. College Forward pairs students up with Coaches, recent college graduates who are close to the student’s ages. From eleventh grade until college graduation, students receive one-on-one support from coaches, while building trust, offering encouragement, and providing individual strategies that assist each student in getting accepted and completing college.

Too Good Strategy recently collaborated with College Forward to launch a student portal. College Forward (CoFo) has been extremely successful in helping first generation students enter and graduate from college.  However, that hasn’t been without some lessons learned.  Anytime you are trying to guide teenagers and young adults, you are going to get varied results.  CoFo is dedicated to measuring and evaluating their success so that all students can achieve the same level of success and so that CoFo can share their successful strategies with other nonprofit college access and completion programs across the country. The student portal was another step in this direction.  

Not only does the student portal allow all students to access important information, articles, and deadlines related to college access and completion from any device, it also allows CoFo to track student-coach interactions, and streamline communications for ongoing evaluation.  In short, it uses technology to level the playing field for information, and allows coaches to do what they do best – bond with the students and make them feel they have both a cheerleader and mentor poised to guide them to success.

Too Good Strategy worked with CoFo students and coaches to do extensive user research.  We uncovered what the true value of the student-coach relationship was, dissected the core pieces of information that students wanted and needed, and mapped coach activity to student success.  We took this information and translated it into a cross-platform user experience for high school and college students while integrating with CoFo’s custom Salesforce instance to ensure both trackability and licensing opportunity.  TGS worked closely with the Acceleration Agency to ensure an iterative solution that will continue to evolve and expand based on student and coach feedback.

Converged Media is Essential to Your Marketing Strategy

In an increasingly social world, consumers are now more connected than ever.

Combine that with the fact that there is a content surplus in the marketplace and people have major attention deficit due to the billions of marketing communications pushed to them every day, it makes it even harder to reach your audience with your message. This is why converged media is important to your brand’s content strategy.

What is converged media?

Broadly speaking, it is the merging of various media forms into one platform for purposes of producing a dynamic experience. Converged media brings together paid, owned, and earned media to tell more compelling stories to consumers.

Why is a converged media strategy important?

  • People must see, hear, and interact with a marketing message about 3-5 times before they will begin to believe what they are being told. The best way to gain consumer trust is to use diverse forms of media with complementary messages.
  • By leveraging earned media, and presenting it within your owned channels, you are encouraging people who believe in your brand to become brand advocates on your behalf.  You also allow those people who love your brand to assist in telling your brand story.
  • Your messages must be authentic and sincere.  People can see straight through marketing speak.  You must give people a reason to connect with your brand that is meaningful in their personal life and memorable enough to be shared with their friends.

In order to stay current in the changing media landscape, your digital strategy plan should include integrating and aligning paid, earned, and owned media. According to the Altimeter Group, marketers who fail to learn to merge paid, earned, and owned media today will be at a clear disadvantage and will likely find themselves struggling to attempt to catch up.

If approached correctly, brands can achieve outstanding results and build influential content channels that not only meaningfully increases brand awareness, but also creates community support and ultimately action.

Too Good Strategy looks at your organization’s overall content strategy to create a solid converged media plan that bolsters owned media, helps create strategies for earned media, and plans for paid media. Drop us a line to tell us how we can help you create a successful converged media plan.


The Story Of Improving Lives… Efficiently



Stories are a vital part of creating understanding and bringing people together in order to promote the greater good. TOMS is a client of ours whose business thrives on truly living out their brand story, which is centered on the idea of Improving Lives.

For us to effectively help TOMS tell their story we first had to have a firm grasp in how they went about giving such precious commodities to those in need. Improving Lives begins with one seemingly simple character: shoes. For every pair of TOMS Shoes that are purchased, another is given to a person in need. This is known as the TOMS One For One idea. Alongside shoes, there are three other major characters to this wonderful story: sight, water, and safe-birth. TOMS Eyewear gives people prescription glasses, sight-saving surgery, and ocular medical treatment. With every TOMS Roasting Co. Coffee bag purchased, a week’s supply of clean water is given. TOMS Bags purchases deliver the equipment and training necessary for mother’s to safely give birth to their children.

Our vision was to help TOMS tell this story as efficiently as possible in a way that reached the most people. We had to pinpoint the audience we would be telling this story to and how we could adjust the characters and crucial details in a way that allowed each recipient the chance to resonate with the story. We were not just responsible for telling this story to the average shoe consumer looking to help someone in need with their purchase, but also the people whose lives were being improved through the buy one give one process, which is the heart of the TOMS idea.

We began the story with TOMS four central characters. We explained who they are and what they do in relation to the consumer. From there, we moved into the explanation of how the One For One model is developed and how it is kept alive by individuals throughout the globe. We connected not only with people looking to make a purchase, but with people looking to make a difference. Following this, we listed the four major steps to making everything come together: Purchase, Plan, Support, and Give. The simplicity of it all is how we were able to effectively tell the TOMS story without confusion in the process. We laid out the idea, formulated it to be clear, and then left it in the hands of the consumer to do with the information as they see fit.

Each aspect of this one-for-one idea is crucial towards the grander story of Improving Lives. TOMS is not simply charity work and it isn’t just a business. It is a melting pot of the two in the way that they create products people want, and give those same products to people who truly need them. At Too Good Strategy, the story of Improving Lives was one we were honored to help tell.