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Zappos is a customer service company that just happens to sell shoes.

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
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
Our customers call and e-mail us to say that’s how it feels when a Zappos box arrives. And that’s how we view this company.
TONY HSIEH

Call Company Customer Feeling View
The best businesses are really ones that can combine passion, profits, and purpose.
TONY HSIEH

Best Business Combination Purpose
SEO expertise is a core need for today’s online businesses.
TONY HSIEH

Business Day Digital Need Online
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
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
Success is getting to a point where you’d be truly OK with losing everything you have and starting over.
TONY HSIEH

Lose Start Success True 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
Every employee can affect your company’s brand, not just the front-line employees that are paid to talk to your customers.
TONY HSIEH

Brand Company Customer Employee Paid Talk 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
Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.
TONY HSIEH

Decision Easy Principle True Yourself
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
Customer service shouldn’t just be A department, it should be the entire company.
TONY HSIEH

Company Customer Department Service
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
Inspire other communities and cities to reinvent themselves.
TONY HSIEH

City Community Inspirational Invention

Zappos is a customer service company that just happens to sell shoes.

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Zappos is a customer service company that just happens to sell shoes.

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