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Whatever you are thinking, think bigger.

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
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
Good businesses generate missions to drive their profits. Great businesses generate profits to drive their missions.
TONY HSIEH

Business Drive Goodness Greatness Profit
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
Most innovation comes from outside your industry applied to your own
TONY HSIEH

Industry Innovation Yourself
I thought about how easily we are all brainwashed by our society and culture to stop thinking and just assume by default that more money equals more success and more happiness, when ultimately happiness is really just about enjoying life.
TONY HSIEH

Easy Enjoyment Equality Life Money Society Thinking
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
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
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
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
The best businesses are really ones that can combine passion, profits, and purpose.
TONY HSIEH

Best Business Combination Purpose
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
Money alone isn’t enough to bring happiness… happiness is when you’re actually truly ok with losing everything you have.
TONY HSIEH

Alone Enough Happiness Lose Money True Yourself
Learn by doing. Theory is nice, but nothing replaces actual experience.
TONY HSIEH

Big Learning Thinking
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
I view my role more as trying to set up an environment where the personalities, creativity and individuality of all the different employees come out and can shine.
TONY HSIEH

Creativity Employee Environment Myself Personality Role Shine Try View

Whatever you are thinking, think bigger.

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Whatever you are thinking, think bigger.

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