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I’d rather spend money on things that improve the customer experience than on marketing.

Tony Hsieh

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
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
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
A great brand is a story that never stops unfolding.
TONY HSIEH

Brand Greatness Stop
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
The ultimate definition of success is: you could lose everything that you have and truly be okay with it. Your happiness isn’t based on external factors.
TONY HSIEH

Definition Happiness Lose Success True Ultimate Yourself
I think the most important thing is just if you hire people whose personal values match the corporate core values – and not just the stated ones.
TONY HSIEH

Important Oneself People Thinking Value
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
Learn by doing. Theory is nice, but nothing replaces actual experience.
TONY HSIEH

Big Learning Thinking
The best businesses are really ones that can combine passion, profits, and purpose.
TONY HSIEH

Best Business Combination Purpose
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
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
We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.
TONY HSIEH

Best Build Care Culture Customer Decision Right Service
Inspire other communities and cities to reinvent themselves.
TONY HSIEH

City Community Inspirational Invention
Having a higher purpose is more than just about profits. You actually end up making more profits in the long run because employees really are a lot more engaged and customers see the higher purpose in the company.
TONY HSIEH

Company Employee End Engagement Profit Purpose See
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

I’d rather spend money on things that improve the customer experience than on marketing.

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I’d rather spend money on things that improve the customer experience than on marketing.

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