Tony Hsieh has designed his company’s core values to provide direction to Zappos employees when making decision and when interacting with coworkers and customers. Tony’s leadership style and the development of the company’s core values have truly made a difference and have contributed to much of the success Zappos has experienced. The core values at Zappos and the strong company culture drive all employees at zappos to work towards the achievement of a higher purpose. The companies values act as a promise to all stakeholders and drive commitment amongst all Zappos employees.
Employees are encouraged to challenge conventional wisdom, be themselves, and dedicate significant efforts towards building strong relationships with customers and coworkers.
By creating an environment where change is encouraged and driven from the bottom up, Zappos has created a culture where employees are encouraged to challenge the status quo and share their ideas. Tony’s leadership style encourages employees to make their own decision and act in a way that they think is in greatest alignment with the companies shared vision.
By encouraging employees to be themselves at work, Zappos successfully fosters collaboration by building trust and facilitating relationships.
Zappos focuses on providing their employees with the necessary resources that they need to excel and reach their full potential. By identifying strengths, weaknesses, and passions, Zappos caters their coaching and mentoring in accordance to each individuals interests and needs. Hsieh encourages his employees to pursue continuous learning by enabling them to imagine future possibilities for career growth and company success. Employees regularly partake in goal setting activities that allow them to create a clear picture of what they want to achieve and allow them to determine their necessary actions. By consistently providing coaching and mentoring, employees feel as though they are a part of an organization that truly cares. The training program at Zappos successfully turns all employees into leaders and develops a sense of competence and confidence.
Tony walks the talk and has actions that are consistent with his words by going to great lengths to build relationships with all the employees as Zappos. His ability to build strong relationships fosters employee buy in and drives employees to do the same.
Hsieh believes that passion and determination are contagious. His high level of passion rubs off on employees and drives them to achieve excellence within their roles.
Hsieh’s business success and humbleness have led to the development of a strong sense of trust amongst his employees. The high level of trust he has generated has led employees to believe in him and believe the messages and teachings he shares.
Hsieh consistently acts in an honest, fair, and caring manner and places a strong focus on promoting ethical conduct amongst his employees. Hsieh always seeks to achieve his goals through ethical means by placing his efforts on developing a culture focused on honesty and compassion for others.
Through the creation of a strong culture and as sense of higher purpose, Zappos has been able to differentiate itself from its competition and create a company that offers an exceptional product and a great environment for its employees.
Branding Through the Development of a Strong Company Culture
S Delivering Happiness is a book
written by Zappos CEO Tony
S The book provides an overview
of his life and the leadership
principles he utilized to create
one of the most successful
online retailers of our time.
S Zappos is an online shoe and
clothing retailer based out of Las
S The company was founded in
1999 and was bought out by
Amazon ten years later for $1.2
S The company’s key driver of
competitive advantage is derived
from the strong focus they place
on customer service and
S Zappos uses a loyalty business
model and relationship
S Their primary source of growth
are repeat customers. 75% of
their sales are derived from
S Zappos employees answer over
5000 calls per month, they do
not use scripts, and have no
limits on call times
S Employees are encouraged to
go above and beyond
traditional customer service.
Company Culture: The Number One Priority
of the Business
S Zappos’s success is derived from their constant
pursuit of a strong company culture.
S The company goes to great lengths to ensure they
hire employees that fit within their culture.
S Following the completion of company training,
new hires are offered $3000 to leave the
company. This processe is designed to
encourage employees who are not a good fit
to leave the company.
S Raises and promotions are based exclusively on
skill development and cultural fit
S Tony Hsieh believes that much of the companies
success can be attributed to their core values.
S All strategic decision making and day to day
operations are a reflection of the core values
created by Hsieh and the employees of Zappos
S Hsieh provides strong leadership by consistently
living by the values of Zappos
S The core values are intended to create a fun and
interactive work environment for employees with the
aim of translating this into consistently positive
Core Value 1: Deliver WOW
S Employees are encouraged to
differentiate themselves by being
innovative and unconventional.
S Employees are encouraged to go
above and beyond in all interactions
to have a strong impact on the
emotions of the receiver.
S At Zappos it is believed that delivering
WOW when interacting with
customers and co-worker leads to a
positive work environment and
Core Value 2: Embrace and
S Employees are encouraged to
not fear and avoid change, but
embrace it and drive it.
S Change is driven from the bottom
up. The opinions of employees
are valued, shared, and used to
drive positive change within the
S By embracing change, Hsieh
believes that Zappos will be able
to evolve faster than its
competition and remain highly
Core Value 3: Create Fun and
a Little Weirdness
S At all cost, Hsieh looks to avoid
creating a culture that is
corporate and boring.
S Hsieh believes that the
expression of an individuals
personality is essential to the
success of the company.
S The encouragement of the
expression of employee
individuality has led to enhanced
levels of creativity and a fun work
Core Value 4: Pursue Growth
S Employees are encouraged and
supported as they learn and develop
S Zappos provides its employees with
ongoing training courses with the aim
of building their skills and preparing
them for more challenging roles.
S By providing comprehensive training
to all employees, Zappos has the
ability to fill all management positions
by recruiting from within
Core Value 5: Build Open and Honest
Relationships with Communication
S Zappos values strong
relationships with all stakeholders
S Hsieh believes that strong
relationships allow his people to
accomplish much more
S He believes that the key
ingredient to strong relationships
is to build emotional connections
centered around honesty, loyalty,
compassion and friendliness
Core Value 6: Build a Positive
Team and Family Spirit
S Zappos has created an environment that
is friendly, warm, and exciting.
S Tony believes that the best leaders are
those that are both team leaders as well
as team followers. Regardless of ones
title within the organization, all
employees are encouraged to act as
S Employees are encouraged to have a
positive impact on others during all
interactions they have with customers
Core Value 7: Be Passionate
S The success of Zappos would not
be possible without the strong
determination from the
company’s CEO. Hsieh expects
the same level of determination
from employees and knows that if
it is non existent it will have a
negative impact on company
S Determination exists amongst all
employees because they believe
in what they are doing and are
working toward the achievement
of a higher purpose.
Core Value 8: Be Humble
S This value represents Hsieh’s
belief that employees should
always be respectful towards
S Hsieh places a strong focus on
celebrating individual and team
successes while encouraging
employees to conduct
themselves with a level of quiet
S Employees are extremely loyal
to the Zappos brand and all that
S The company’s CEO lives by
the Zappos core values, always
does what he says he will do,
and expects the same from all
members of the Zappos team.
Key Driver of Success: People
S At Zappos it is believed that the
companies key success drive is good
S The company’s core values connect to
what is meaningful to both employees
and customers and empower employees
to go above and beyond what is
expected of them.
S By creating a strong culture, a symbolic
language, and a clear image of the
future, Zappos employees feel as though
they are working towards something
much larger than the sale of shoes and