The power of socks | Matthew Siracusa | TEDxTheCountrySchool
Matt Serra, founder of "We Won't," argues that the success of his business model hinges on *synergy*, which allowed him to turn an initial, small community effort into a large-scale donation network. He illustrates this by detailing his journey, which required fighting the fear of failure—from running a small breakfast ministry to securing major nonprofit partnerships—to ultimately achieving a global impact. His central message is that one's dream is meant for others, encouraging listeners to collaborate to bring their visions to life.
## Speakers & Context
- Matt Serra: Founder of "We Won't"; describes himself as a "serial dreamer" who focuses on making things better for other people.
- Context: Discussing his experiences to illustrate the necessity of collaboration and synergy in achieving large-scale social impact.
## Theses & Positions
- The core thesis revolves around **synergy**: the cooperation of two or more organizations to produce a combined effect better than what can be accomplished alone.
- A person's dream, if it exists, is intended for others: *"Your dream is for them."*
- The key to overcoming obstacles is recognizing that one cannot succeed alone; external help (friends, partners) is essential to enacting a vision.
- One must proactively "fight through those life moments that feel like they are going to drag you down."
## Concepts & Definitions
- **Serial dreamer**: A descriptor for Matt Serra, implying a persistent mindset of always thinking beyond the current reality to find improvements.
- **Synergy**: Defined as *"the cooperation of two or more organizations to produce a combined effect that is better than what can be accomplished alone."*
- **Homeless**: The population served by the ministry in downtown Hartford.
## Mechanisms & Processes
- **Serial Dreamer Process**: A seven-step method for realizing a vision:
1. Experience life.
2. Recognize a problem.
3. Dream up a solution.
4. Fight the fear of failure.
5. Put the dream into action.
6. Fine-tune the plan.
7. Repeat.
- **Ministry Operations**: Running a Saturday morning breakfast ministry in downtown Hartford, serving the homeless population.
- **Outreach/Donation Mechanism**: "We Won't" sells socks, with every pair purchased resulting in one pair donated.
## Timeline & Sequence
- **Early Activity**: Matt Serra was concurrently playing hockey and serving in the army.
- **First Ministry Event**: Attended a funeral service for the homeless in downtown Hartford during an annual event.
- **Initial Steps**: Five months later, Matt Serra initiated contact by calling friends to set up the first breakfast service on a sidewalk in Main Street.
- **Ministry Development**: The ministry has been continuously running every Saturday morning for the past four years.
- **Business Conception**: The idea for "We Won't" developed after a blizzard where socks were needed for people unable to reach warming centers.
## Named Entities
- **We Won't**: The company founded by Matt Serra; sells socks and donates one pair for every pair sold.
- **Sparrow Ministries**: The ministry established by Matt Serra in Hartford, Connecticut, which serves breakfast to the homeless every Saturday morning.
- **Urban Alliance churches**: A partnering organization that assists the ministry with resources, including purchasing suits for job interviews.
- **World Vision**: A major global nonprofit that receives donations from "We Won't" for distribution both in the US and worldwide.
- **Hartford, Connecticut**: Location where the ministry began.
- **Main Street, downtown Hartford**: The initial operational location for the ministry.
## Numbers & Data
- **Pair Ratio**: One pair of socks purchased equals one pair donated.
- **Initial Volunteers (Funeral):** Approximately **20** people were present at the funeral service room who were not part of the homeless population.
- **Initial Ministry Setup**: Started with supplies including **50** eggs, milk, orange juice, and one box of Jollie (Joke).
- **Service Count (Cumulative):** The ministry serves upwards of **500** people on a Saturday.
- **Duration:** Running every single Saturday for the past **four** years.
- **Socks Purchased**: Matt Serra purchased over **7,000** pairs of socks initially.
- **Volunteer Growth:** Increased from just two or three people to over **20** volunteers on one Saturday.
## Tools, Tech & Products
- **Socks**: The core product of "We Won't"; must be brand new for donation eligibility.
- **Cooler**: Used to transport supplies for the breakfast cooking setup.
- **Facebook**: Used by Sparrow Ministries for outreach, including issuing a public *"cry for help."*
- **Pullman camping grill**: Equipment used to cook the initial breakfast offerings.
## Examples & Cases
- **Funeral Service**: An annual event in downtown Hartford honoring the lost who did not receive formal funerals.
- **First Outreach**: Interacting with a man in camouflage on Main Street, leading to the initial cooked breakfast offering.
- **Blizzard Sock Giving**: During an absolute blizzard, giving socks to a crying man while driving around because warming centers were full.
- **Initial Donation Problem**: Recognizing that socks are the least donated item because they *must* be brand new.
- **Ministry Expansion**: Moving the service location from outside to inside a church with a state-of-the-art kitchen.
- **Business Setup:** Initially involved buying **7,000+** socks and had to rely on the money/support of friends rather than external investment when initial meetings failed.
## Trade-offs & Alternatives
- **Initial Offering**: Initially considered only serving sandwiches, later realizing socks were the critical need.
- **Operational Location**: Shifted from an outdoor sidewalk setting to inside a church kitchen.
- **Funding/Partnership:** Opting to use personal funds and friend support rather than taking out a loan or relying on an external investor's promise.
## Counterarguments & Caveats
- The initial group present at the funeral service was estimated to be very small (perhaps only 20 people).
- The speaker noted that his experience was limited by external factors (e.g., being unable to secure a loan, but being able to rely on friends).
- The initial plan was insufficient for the actual turnout, requiring constant *"fine-tuning."*
## Methodology
- **Personal Narrative**: Structuring the business and service development around lived experiences.
## Conclusions & Recommendations
- If one has a dream or a business idea, they must commit to the process, especially when faced with setbacks.
- If the dream belongs to someone else, one must find the courage to help them realize it.
- Encourage people to "fight through those life moments that feel like they are just going to drag you down."
## Implications & Consequences
- A successful dream, if realized through synergy, can lead to large-scale, sustainable giving that impacts global communities via partners like World Vision.
## Verbatim Moments
- *"I'm going to talk about how a lot of people know me as the serial dreamer."*
- *"We sell socks so every time somebody buys a pair of our socks we donate a pair."*
- *"The real people that are gonna support you are going to be there no matter what."*
- *"My dream is for them."*
- *"I can't do this alone."*
- *"If you have a dream or a business it could be your future employees that are dying for a job to work for you."*