IMNO Founders (from left to right): Jetmir Hysi, Patrick Tedjamulia, Chris Deaver
The IMNO founders, Chris Deaver, Jetmir Hysi, and myself (Patrick Tedjamulia) were brainstorming a way to spread the IMNO vision throughout the world.
We knew IMNO was an incredible idea that could forever revolutionize the way youth and aspiring leaders achieved their potential, but we didn’t know how we could get the word out.
After Chris interviewed Joe Lake, the founder of the Children’s Miracle Network, which he later posted on IMNO, we knew we had to come up with an innovative marketing concept to get the attention of the Press since we didn’t have any funds for advertising or marketing.
We thought about all the concepts that illustrate mentoring and apprenticeship and kept returning to the metaphor of “stepping into someone’s shoes” or “filling someone’s shoes” or “walking a mile in someone’s shoes”. When we connected the shoe concept with the IMNO vision, we got the idea of “Get in Their Shoes” where successful professionals would auction off or give-away their actual shoes and a mentorship with them.
We then decided to test the idea and start recruiting celebrities to donate their shoes and a thirty-minute mentorship.
Around the same time, I attended one of David Copperfield’s shows in Las Vegas. After the show, I went up to Mr. Copperfield and told him about the campaign. He thought it was a wonderful idea and gave me the contact info for his agent. After exchanging emails with his agent, we got our first celebrity on-board.
Because of our experience in applying the IMNO vision, we got the support and resources we needed to launch the Get in Their Shoes campaign.
Back in March 2005, Chris and I interviewed Stephen R. Covey, the author of The 7 Habits of Highly Effective People, and posted the interview on IMNO as well.
When we started recruiting celebrities for the Get in Their Shoes Campaign, I visited Stephen R. Covey and told him what we were doing. He donated the loafers he wore to write his books as well as a mentorship.
Back in November 2004, I interviewed Julia Hood, the editor-in-chief of PRWeek Magazine, and published the interview on IMNO. I asked Julia who she admired in the PR field and was referred to Pam Talbot, the CEO of Edelman US. I then interviewed Pam Talbot and posted the interview on IMNO as well.
After we got David Copperfield and Stephen Covey on board, I contacted Pam Talbot and told her about the Get in Their Shoes Campaign. Pam was surprised with our creativity and impressed with the support we already had from celebrities. She offered Edelman’s services to help us launch the campaign. Edelman helped us get connected with iSold It and the rest in history.
As you can see, we applied the IMNO vision in several ways to make the Get in Their Shoes Campaign a reality. Now, we invite you to achieve your potential. Apply the IMNO vision and interview someone you emulate so you can share the interview with the world.
You don’t have to be selfish about self-improvement.
I really like this article!
Awesome Work.