The Orange Socks Story I've Never Written Before

The Orange Socks Story I've Never Written Before

In 1997, Mike Brown wore orange socks to present Yellow Transportation's first strategic market plan to the senior leadership team. This small detail became noteworthy and was later mentioned in a Fast Company article about Yellow's turnaround. Brown has been wearing orange socks every day since then, and has accumulated an inventory of over 30 unworn pairs. He even uses the color orange as inspiration for his innovation management consulting brand, The Brainzooming Group.

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