The iconic Baťa slogan “Be the first!” evokes different emotions in different people. What does it mean to be the first? Is it competitiveness? Pressure to perform? Focus on results? Need to win? Try reading the slogan once again and explaining it in the Baťa way: “Be the first!” – or find the courage to make a step in a direction other than the others, try looking at things from a different perspective, persevere, do not give up. Accept a challenge and “Be the first!”. Don’t be afraid of change and accept the challenge to become a pioneer. The Baťa company and its representatives and colleagues faced such challenges quite frequently and because they managed to do what is expressed by another Baťa slogan: “Turn a dream to reality!”, they really became the first in many things.

It did not always involve only production and technologies, but they were also pioneers in creating a corporate culture and building relationships. As Tomas Baťa said: “Striving to be the first is not a need to win, but a demonstration of a man’s courage to at least try to do as best as he can.” The exhibition Be the first! is being held in the anniversary year when we commemorate the 90th anniversary of the last flight of Tomas Baťa and at the same time the 700th anniversary of the first written record about the town of Zlín. Let the personal story of Tomáš Baťa, his colleagues and Baťa philosophy inspire us and remind us that somebody in our town had the courage to be the first and thanks to his efforts the town of Zlín was known worldwide. Will you also find the courage to be the first?

We wish you a pleasant and inspiring experience!

Authors of the exhibition, Gabriela, Jakub and Vladimír