At the heart of every great business is a story. And at the heart of every great story is purpose. 

That’s what Martin Piskoric reminds us in his new book, Story Works: Master Business and Life Storytelling. After conducting over 400 interviews with entrepreneurs and innovators, Martin chose to begin his book with our story— John’s Crazy Socks—as the first and most powerful example of how purpose ignites everything. 

Why did he choose us? Because our journey didn’t begin with a business plan. It began with a dream and a commitment to make it come true.  

A Spark That Changed Everything 

In the fall of 2016, John entered his last year of high school. Like most people, John was trying to figure out what he would do after leaving school. And like many young adults with disabilities, he was struggling to find meaningful work. This is an unfortunate reality, as only one in five people with a developmental disability is employed. But John is a natural entrepreneur. If he couldn't find a job, he would create one. He would start his own company.  

John went to his father, Mark, and said, “Dad, I want to go into business with you.” 

After cycling through some other ideas (a fun store, a food truck), John had his lightbulb moment: “I want to sell crazy socks. They’re colorful. They’re creative and they always let me be me.” 

That moment was more than a product idea; it was a declaration of purpose. John wanted to spread happiness. He wanted to show the world what people with differing abilities can do. And he wanted to be himself, fully and joyfully. 

Purpose First, Socks Second 

John and Mark did not set out to build the world’s largest sock store (though they eventually did). They set out to create something meaningful. They passionately followed their  mission:spread happiness, include everyone, and do it with love and excellence.

In the early days, they built a simple website, drove around to make home deliveries, and filmed videos of John shouting, “Sock, sock, more sock!” They added personal touches: candy, thank-you notes, and John’s face on every package. It was not a gimmick, but a way of sharing the experience with customers. And customers loved it.  

Purpose That Resonates 

Since that first day, we’ve shipped over 450,000 orders to 94 countries. We’ve created 34 jobs with more than half held by people with differing abilities. We’ve raised over  $800,000 for charity partners like the  Special Olympics and the  National Down Syndrome Society. 

Most importantly, we’ve built a movement. 

That’s what Martin Piskoric saw when he featured us in his book’s opening chapter, “Ignite Your Purpose.” He didn’t just see a father-son business. He saw the power of purpose to change lives, inspire teams, and build something that lasts. 

As he writes, “It’s not about socks; it’s about a story that sticks.” 

Your Story Matters Too 

If you’re an entrepreneur, a leader, or someone trying to figure out your next step, start with your purpose. Why do you do what you do? It doesn’t have to be grand or complicated. For us, it was simple: Spread happiness. 

That purpose became our north star. It guides us on everything we do. If something didn’t spread happiness, we didn’t do it. That clarity helped us grow, stay grounded, and make a difference. 

So we ask you: What’s your purpose? What story are you telling, not just with your words, but with your actions? 

Because when you lead with purpose, you don’t just build a business. You build a legacy.