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Don’t be cocky. Don’t be flashy. There’s always someone better than you.

Tony Hsieh

Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees.
TONY HSIEH

Business Culture Employee Forget Goodness Happiness Service Suffering
The brand is just a lagging indicator of a company’s culture.
TONY HSIEH

Brand Company Culture
The biggest (and hardest) lesson I’ve learned in life is that the external world is just a reflection of the world within.
TONY HSIEH

Game Learning Lesson Love Myself Reflection World
Your culture is your brand.
TONY HSIEH

Brand Culture One Liner
A bigger business is like a cruise ship: There are lots of amenities and you can go a lot further, but it’s harder to turn quickly.
TONY HSIEH

Big Business Quick Yourself
Hopefully 10 years from now people won’t even realize we started out selling shoes. They will just think about Zappos as a place to get the best customer service.
TONY HSIEH

Customer Forget Hope People Place Service Start
Open, honest communication is the best foundation for any relationship, but remember that at the end of the day it’s not what you say or what you do, but how you make people feel that matters the most.
TONY HSIEH

Communication Feeling Foundation Honesty Open People Remember Yourself
It doesn’t cost anything to say hi when you pass someone else in the hallway, whereas, most corporations if you pass you avoid eye contact.
TONY HSIEH

Avoid Contact Corporation Cost Eyes Hall
There’s a big difference between motivation and inspiration: Inspire through values and motivation takes care of itself.
TONY HSIEH

Big Care Difference Inspirational Motivational Value
The best leaders are servant leaders – they serve those they lead.
TONY HSIEH

Leadership Service
Things are never as bad or as good as they seem.
TONY HSIEH

Appearance Bad Goodness
I believe that there’s something interesting about anyone and everyone – you just have to figure out what that something is.
TONY HSIEH

Believe Interest Myself
Have fun. The game is a lot more enjoyable when you’re trying to do more than just make money.
TONY HSIEH

Enjoyment Fun Money Try
Chase the vision, not the money, the money will end up following you.
TONY HSIEH

End Follow Money Vision
Whatever you are thinking, think bigger.
TONY HSIEH

Big Thinking Yourself
Without conscious and deliberate effort, inertia always wins.
TONY HSIEH

Conscious Effort Win
Envision, create, and believe in your own universe, and the universe will form around you.
TONY HSIEH

Believe Form Spiritual Universe Vision Yourself
The problem when someone feels burned out, bored, unchallenged, or stifled by their work is not the job itself but rather the environment and playground rules given to them to do the job at hand.
TONY HSIEH

Burn Environment Feeling Hands Job Play Problem Rule Yourself
Good businesses generate missions to drive their profits. Great businesses generate profits to drive their missions.
TONY HSIEH

Business Drive Goodness Greatness Profit
Stop chasing the money and start chasing the passion.
TONY HSIEH

Inspirational Money Passion Start
Customer service shouldn’t just be A department, it should be the entire company.
TONY HSIEH

Company Customer Department Service
Learn by doing. Theory is nice, but nothing replaces actual experience.
TONY HSIEH

Big Learning Thinking
If there are too many competitors, even if you’re the best it’s a lot harder to win.
TONY HSIEH

Best Competition Hard Win Yourself
Just figure out what your personal values are then just make those the corporate values.
TONY HSIEH

Corporate Personal Value
Don’t play games that you don’t understand, even if you see lots of other people making money from them.
TONY HSIEH

Game Money People Play Understand Yourself
For me, my role is about unleashing what people already have inside them that is maybe suppressed in most work environments.
TONY HSIEH

Environment Myself People Role Work
Your personal core values define who you are, and a company’s core values ultimately define the company’s character and brand. For individuals, character is destiny. For organizations, culture is destiny.
TONY HSIEH

Brand Character Culture Definition Destiny Organization Personal Value

Don’t be cocky. Don’t be flashy. There’s always someone better than you.

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Don’t be cocky. Don’t be flashy. There’s always someone better than you.

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