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Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.

Tony Hsieh

We asked ourselves what we wanted this company to stand for. We didn’t want to just sell shoes. I wasn’t even into shoes – but I was passionate about customer service.
TONY HSIEH

Company Customer Myself Passionate Service Stand
Envision, create, and believe in your own universe, and the universe will form around you.
TONY HSIEH

Believe Form Spiritual Universe Vision Yourself
I made a list of the happiest periods of my life & I realized that none of them involve money.
TONY HSIEH

Happiness Life Money Myself
Problems are just mile markers. Each one we pass means we’ve gotten better.
TONY HSIEH

Each Other Oneself Problem
The brand is just a lagging indicator of a company’s culture.
TONY HSIEH

Brand Company Culture
I’d rather spend money on things that improve the customer experience than on marketing.
TONY HSIEH

Customer Improvement Marketing Money
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
Chase the vision, not the money, the money will end up following you.
TONY HSIEH

End Follow Money Vision
Our belief is that if you get the culture right, most of the other stuff, like great customer service, or building a great long-term brand or empowering passionate employees and customers, will happen on its own.
TONY HSIEH

Belief Brand Culture Empowerment Greatness Ourselves Passionate
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
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
Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.
TONY HSIEH

Decision Easy Principle True Yourself
If someone is self-aware, then they can always continue to grow. If they’re not self-aware, I think it’s harder for them to evolve or adapt beyond who they already are.
TONY HSIEH

Aware Beyond Evolution Growth Hard Myself Thinking
If you’re focused on the friendship as its own reward, serendipitous stuff just happens. I know that sounds weird, but I can tell you for our 12 years of existence, it’s actually how a lot of stuff happens.
TONY HSIEH

Existence Focus Friendship Myself Reward
What’s the best way to build a brand for the long term? In a word: culture.
TONY HSIEH

Best Brand Build Business Culture Way
Whatever you are thinking, think bigger.
TONY HSIEH

Big Thinking Yourself

Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.

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Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.

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