17. a little about me… UC BERKELEY Bachelor of Arts KPMG/Liquid Thinking Internet Strategy Consultant FREELANCE CONSULTANT Internet Writing Graphic Design ZAPPOS – SPECIALTY PROJECTS Eight years+ as a consultant Relocation from SF to Vegas Branding and Culture Book Creator (now on its 7th edition) DELIVERING HAPPINESS CEO and Chief Happiness Officer Led launch and management of the book, tour and now the company/ movement.
18. “PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL.” MAYA ANGELOU
19. The Power of WOW $1,000 800 Gross Sales $MM 600 400 200 ‘01 ‘02 ‘06 ‘03 ‘04 ‘05 ‘07 ‘00 ‘08
28. 100% of products inventoried (no drop ship)“a woman’s dream closet…”
29. CUSTOMER EXPERIENCE What do customers expect? What do customers actually experience? What emotions do customers feel? What stories do they tell their friends? How can culture create more stories and memories?
31. HOW IS CULTURE #1 PRIORITY? HIRING FOR CULTURE 5 WEEKS OF TRAINING $4000 offer ZAPPOS CULTURE BOOK TWITTER
32. HOW DID ZAPPOS BUILD THEIR CULTURE AND BRAND? HOW CAN YOU APPLY THEIR LESSONS LEARNED? “BRAND IS A LAGGING INDICATOR OF CULTURE” – TONY HSIEH
33. 1. IS IT IMPORTANT TO YOU? DO YOU WANT TO BUILD A LONG-TERM, SUSTAINABLE BRAND? ARE YOU WILLING TO COMMIT FINANCE AND TIME TO IT? HOW HIGH A PRIORITY WILL IT BE?
34. EVER WONDER IF ANYONE EVER READS CORE VALUES ON THE LUNCHROOM PLAQUE (LET ALONE LIVE BY THEM)?
35. 2. DEFINE YOUR CORE VALUES IT’S HARD, SO START EARLY. WHAT ARE YOUR PERSONAL CORE VALUES? WHAT ARE YOUR COMPANY’S CORE VALUES? DO THEY ALIGN?
36. RESEARCH SHOWS IT DOESN’T MATTER WHAT YOUR VALUES ARE, YOU JUST HAVE TO COMMIT TO THEM
37. CORE VALUES AT ZAPPOS Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More with Less Be Passionate and Determined Be Humble
38. 3. COMMIT TOTRANSPARENCY BE REAL. BE YOURSELF. WHEN PEOPLE ARE, THERE’S LESS TO FEAR. (WHILE SAVING TIME, EFFORT AND ANXIETY) WORK | LIFE INTEGRATION EXAMPLES: TWITTER.ZAPPOS.COM “ASK ANYTHING” VENDOR EXTRANET TOURS & MEDIA VISITS ZAPPOS INSIGHTS
39. 4. VISION DOES IT HAVE MEANING AND PASSION BEHIND IT? CHASE THE VISION, NOT THE MONEY. DOES IT INSPIRE (VS. MOTIVATE)?
40. VISION FOR EMPLOYEES What’s the larger vision and greater purpose in their work beyond money or profits? FOR ENTREPRENEURS What would you be passionate about doing if you didn’t fear failure and didn’t make ANY money for 10 years?
41. 5. BUILD RELATIONSHIPS IT’S NOT ABOUT NETWORKING OR MARKETING. IF YOU’RE INTERESTED, YOU DON’T HAVE TO TRY TO BE INTERESTING. “IF THE PERSON YOU’RE TALKING TO ISN’T LISTENING, BE PATIENT. MAYBE HE HAS A SMALL PIECE OF FLUFF IN HIS EAR.” -
42. 6. BUILD THE TEAM “IF YOU WANT TO GO QUICKLY, GO ALONE. IF YOU WANT TO GO FAR, GO TOGETHER.” HIRE SLOWLY. FIRE QUICKLY. “TEAMWORK IS ESSENTIAL – IT ALLOWS YOU TO BLAME SOMEONE ELSE.” - AL GORE, FROM AN AFRICAN PROVERB (THAT’S NOT AL GORE) - JUST KIDDING!
44. THE CULTURE BOOK WHAT IS IT? COMPLETELY UNEDITED EXCEPT FOR TYPOS AND SPELLING SNAPSHOT OF CULTURE EVERY YEAR – WHAT’S GOOD, WHAT DO WE NEED TO IMPROVE STARTED AS CULTURE BOOK, NOW THE BRAND BOOK TOO JAPAN AND BRAZIL LOVE ZAPPOS EVEN THOUGH ZAPPOS DOESN’T SHIP THERE
46. “PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL.” MAYA ANGELOU
47. Where does the story begin? Where does the story end? How do you reinforce the good memories? What were the emotions, positive and negative? How can you create more stories and memories? WHAT’S THE POINT
49. You’re not in the _______ business. Cirque du Soleil isn’t in the circus business. In-n-out isn’t in the burger business. You’re in the experience and emotions business. You’re in the stories and memories business. Think bigger. WHAT’S YOUR BUSINESS?
50. TAKE A MOMENT TO THINK, WHAT ARE YOUR GOALS IN LIFE?
51.
52. YET RESEARCH SHOWS WE’RE BAD AT PREDICTING WHAT WILL BRING US SUSTAINEDHAPPINESS EXAMPLES: LOTTERY WINNERS “WHEN I GET ___, I’LL BE HAPPY” “WHEN I ACHIEVE ____, I’LL BE HAPPY”
53. SINCE THERE’S A SCIENCE BEHIND BUSINESS CONVERSION PSYCHOLOGY OF BUYING DIRECT MARKETING METRICS REPEAT CUSTOMERS LOYALTY WHAT ABOUT THE SCIENCE OF HAPPINESS? WHAT IF WE ALL SPENT A LITTLE TIME IN STUDYING AND LEARNING IT, HOW HAPPIER COULD WE BE?