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.