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Building a Brand that Matters
A little about me…
2
R&D
Community and Experience
Culture
A service company that just happens to sell shoes, clothing,
handbags, accessories, housewares…
2009 #23 2010 #15
2011 #6
TOP 100 BEST COMPANIES TO WORK FOR
Headquarters: Downtown Las VegasFulfillment: Shepherdsville, KY1500+ employees
1,000+ brands200,000+ styles6 million items
in warehouse100% inventoried
Customer Service:What customers see first
24/7 1-800 number on every page
Free shipping
Free return shipping
365-day return policy
7
Customer Service:What customers experience
Fast, accurate fulfillment
Surprise Upgrades
Occasionally direct to competitors’ web sites8
Customer Service:What we do internally
No call times/sales goals
360 Culture Reviews
4 weeks of training
9
Customer Service:What we do internally
Pay to Quit
Culture Book
Interviews Based on Culture
10
NPS Scores – The Ultimate Question
• Based on your recent experience, how likely would you be to recommend us to a friend or family member?
NPS Scores – The Ultimate Question
• Based on your recent experience, how likely would you be to recommend us to a friend or family member?
93%
NPS Scores
• If you started your own service-based company, how likely would you be to hire the team member who assisted you?
NPS Scores
• If you started your own service-based company, how likely would you be to hire the team member who assisted you?
92%
7 Steps to Building a Brand
that Matters
15
Step #1
• Decide if you’re trying to build a long term sustainable brand
• Requires more patience with revenues & profits in order to lay the foundation
• Decide sooner rather than later
16
DECIDE
Step #2
FIGURE OUTVALUES & CULTURE
17
VALUES & CULTURE
• PERSONAL/COMPANY’S core values
• Start EARLY…• It doesn’t MATTER what the
values are.
• The most important thing is ALIGNMENT
18
Zappos Core Values1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-
Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With
Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble
19
Step #3
COMMIT TO TRANSPARENCY“Be real and you have nothing to fear”
Your culture is your brandDon’t try to be someone you are not
20
Commitment to Transparency:Examples
“Ask Anything” newsletter
Extranet for vendors
Tours & reporter visits
21
Step #4
VISION“Whatever you’re thinking, think bigger.”
Does the vision have meaning?Chase the vision, not the money…
22
Evolution of the Zappos Vision
Deliver Happiness
Culture/Values
Best Customer
Service
Best Selection of
Shoes
23
ENTREPRENEURS:
What would you be passionate about doing for 10 years even if you never made a
dime?
24
EMPLOYEES:
What’s the larger vision and greater purpose in their work beyond money or
profits?
25
VISIONMOTIVATION
vs.INSPIRATION
26
Step #5
BUILD RELATIONSHIPS(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTINGZCN Clubs – PEC - Wishez
27
PEC – Personal Emotional Connection
Wishez
Step #6
BUILD YOUR TEAM“If you want to go quickly, go alone. If you want to go far, go together.”
(African proverb)
Hire slowly. Fire quickly.
30
Step #7
THINK LONG TERMRepeat customersCustomer service
There is no “get rich quick” formula
“Overnight” successes are years in the making(both personally and in business)
31
WHAT CULTURE CAN DO FOR A COMPANY
NOV ‘09 AMAZON ACQUIRES ZAPPOS
$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
33
ClothingCustomer ServiceCultureC
Zappos is all about the 3 C’s…
What’s Next?
C Community
Las Vegas City Hall
Nike
http://standardatl.com/home/wp-content/uploads/2010/07/Nike_Campus_Tour_01.jpg
http://static.panoramio.com/photos/original/400729.jpg
Apple
http://www.techzek.com/wp-content/uploads/2011/09/apple_campus-1.jpg
Doggy Day Care
http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG
NYU Campus
http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG
What if?
Las Vegas City Hall
It was already happening…
Downtown Vegas - Fremont East
http://www.eatinglv.com/wordpress/wp-content/gallery/odettedowntown/chinatown-038-large.jpg
Downtown Vegas - Fremont East
http://www.lucyvegas.com/sites/default/files/griffin5.jpg
Downtown Vegas - Fremont East
http://roadjournals.viamagazine.com/wp-content/uploads/2011/05/The-Beat-Coffeehouse.jpg
DOWNTOWN PROJECT - $350M
$ 50M – Small businesses
$ 50M – Tech Startups
$ 50M – Education, Arts, Culture
$200M – Residential & Real Estate
ROI
Instead of maximizing short-term ROI (Return On Investment)…
ROI vs. ROC
Instead of maximizing short-term ROI (Return On Investment)…
We focus on maximizing long-term ROC (Return On Community)
THE BIG BET
Accelerating Collisions, Community, and Co-Learning
THE BIG BET
Accelerating Collisions, Community, and Co-Learning
…will lead to…
Happiness, Luckiness,Innovation, and Productivity
WHY DO THIS?
We live here
City – Help revitalize downtown
World – Help inspire other cities
Zappos – ultimately help us attract and retain more employees
Natalie
Natalie
Natalie
Natalie
Natalie
Natalie
WHEN CITIES DOUBLE IN SIZE…
Productivity and innovation per resident increases by 15%
(But not true for companies)
Can we improve innovation at Zappos by improving the city in
which we live?
HOW TO ACCELERATE LEARNING & INNOVATION
Maximize serendipitous interactions
Density in the office
Density in the city
Collisions vs. convenience
DIFFERENT GROUPS COLLIDING
1. 2000 Zappos employees2. 1000 Teach For America corp members
and alumni3. Tech Startup Community4. Small Business Community5. Art and Music Communities6. Other Passion Communities7. Local Residents
What We’ve Learned…
Happy Employees = Profitable Company/Loyal Customers
&Culture is to a Company
as
Community is to a City
Email me! Jamie@zappos.com• Questions or Comments• A copy of this presentation• Tour of our office
– If you happen to be in Las Vegas!• Copy of our culture book
– Be sure to include your mailing address!
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