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prada infant shoes they no longer wore: "Have a heart, give a sole."Last fall, with the publication of his history of the company, Footnotes: What You Stand For Is More Important Than What You Stand In, the man behind the ads finally stepped out. During apromotional campaign for Footnotes, he spoke at Wharton under the auspices ofWharton Entrepreneurial Programs and the Musser Shoemaker Leadership Lecture Series.The message: His beliefs have been good for business. They have garnered attention for his company, New York based Kenneth Cole Productions, and have benefited Cole as well, creating value in what he admits can be a frivolous trade. "Nobody needs what I sell," he says. "There is probably not a person in this country who needs another pair of black shoes. Nobody needs more ties, more white shirts. My job is to get people to feel good about buying these products But at the end of the day, there are things that are more important."He insists that the ads are neither cynical that is, designed to make customers feel good about themselves and righteous for buying his products nor political. "To the degree that you interpret what I'm doing as political, it potentially loses its validity. It's a corporate message, a community message and a human message," not a political one, he states.Cole grew up in the shoe business. His father owned a Brooklyn based company called El Greco that became known for producing the Candies line of women's shoes. Cole attended Emory University in Atlanta with the goal of becoming a lawyer. But before enrolling in law school, he took a summer off to help his father, who had recently lost one of his top assistants. The son was hooked.In 1982, he left to start his own company, then called Kenneth Cole Inc. He designed a line of shoes and hired an Italian factory to make them. That fall, he wanted to show off his wares at the industry's main trade show at a Hilton hotel in midtown Manhattan .Designers had two options for showing off their products, Cole says. "You could be one of about 1,100 companies that took a little room at the Hilton. But that wasn't a great way to define yourself. Or you could set up a fancy showroom near the hotel. I