????盡管瓦爾比派克是一家盈利性公司，但它的服務(wù)要素卻和布魯曼薩爾所欽佩的幾家非盈利組織非常相似。它們都致力于為發(fā)展中國(guó)家服務(wù)，比如，“上善若水”努力為發(fā)展中國(guó)家的社區(qū)提供清潔的飲用水，“許諾鉛筆”則致力于建設(shè)學(xué)校并提供教育類項(xiàng)目。

????而“Movember”和“看不見的孩子”近來(lái)都掌握了病毒式營(yíng)銷的要領(lǐng)。其中，Movember在去年11月發(fā)起了一項(xiàng)風(fēng)靡一時(shí)的蓄須活動(dòng)，旨在喚起人們對(duì)前列腺癌的重視，同時(shí)募集基金。而Invisible Children則領(lǐng)銜發(fā)起了流傳甚廣的“Kony 2012”活動(dòng)，目的在于阻止烏干達(dá)軍閥約瑟夫?科尼的戰(zhàn)爭(zhēng)暴行（這一活動(dòng)由詹森?羅素一手策劃。今年3月開始，它在全球激起了廣泛關(guān)注，同樣在3月，它在圣迭戈市引發(fā)了公眾對(duì)科尼的強(qiáng)烈聲討。布魯曼薩爾將羅素視為摯友。不過(guò)，在討論看不見的孩子的最佳實(shí)踐時(shí)，他沒(méi)有提到“科尼”這個(gè)名字。）

????當(dāng)然，瓦爾比派克并沒(méi)有放棄傳統(tǒng)的資本主義擴(kuò)張計(jì)劃，它打算在SoHo再開一家旗艦店。布魯曼薩爾表示，公司如果放慢擴(kuò)張步伐就能盈利。公司現(xiàn)在還為客戶提供一種在家試戴服務(wù)：客戶在決定購(gòu)買前，能試戴5副尚未經(jīng)過(guò)驗(yàn)光的眼鏡。

????等到業(yè)務(wù)有更大發(fā)展時(shí)，瓦爾比派克就能有更多資金投入品牌營(yíng)銷活動(dòng)。但是，布魯曼薩爾表示，公司不會(huì)改變其“特別謹(jǐn)慎”的作風(fēng)，即在慈善團(tuán)體中共同投資公益事業(yè)。布魯曼薩爾稱：“這些企業(yè)家都是講故事的行家里手，他們正在開發(fā)的內(nèi)容、網(wǎng)站和營(yíng)銷材料屬于業(yè)界頂尖水準(zhǔn)，足以與蘋果公司（Apple）和耐克公司（Nike）相媲美?！敝灰@家眼鏡公司的業(yè)務(wù)的確蒸蒸日上，他的這種說(shuō)法就很難被駁倒。

????譯者：清遠(yuǎn)

????While Warby Parker is a for-profit company, its service component is common to most of Blumenthal's group of favored non-profits. Instead of eyewear, Charity:Water works to bring clean water to communities in the developing world; Pencils of Promise works to provide schools and education programs.

????Movember and Invisible Children have both recently mastered viral marketing campaigns, with Movember leading the new popular practice of growing a mustache through November to raise awareness and funds about prostate cancer, and Invisible Children spearheading the viral 'Kony 2012' campaign to stop Ugandan warlord Joseph Kony. (Blumenthal counts 'Kony 2012' creator Jason Russell, who brought extra scrutiny to the embattled campaign in March following a public breakdown in San Diego in March, as a friend; he did not mention 'Kony' when discussing Invisible Children's best practices.)

????Of course, Warby Parker has more traditionally capitalist expansion on its mind, including opening a new flagship retail store in SoHo. Blumenthal says the company could be profitable if it slows down its expansion. The company also now offers a try-at-home service that allows customers to putter around with five, non-prescription trial pairs before considering a purchase.

????As it grows, Warby Parker will have the chance to pump more money into its branding. But Blumenthal says the company won't change from its "extra thoughtful" approach to spending common among the charitable groups. "These are all guys that have master story-telling and are developing content and websites and materials that are some of the best out there, that rival Apple (AAPL) and Nike (NKE)," Blumenthal says. As long as the eyeglass company keeps it up, it's tough to argue.