Zappos "Delivering Happiness"

ZAPPOS.COM
DELIVERING
HAPPINESS
Thursday, April 25, 13

Downtown Project

Collisions

Community

Co-Learning

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A Little About Me (Tony)
• 1994-1995:
Pizza business in college

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• 1994-1995:
• 1996-1998:
LinkExchange (online advertising)

Sold to Microsoft for $265 million

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• 1994-1995:
• 1996-1998:

• 1999:
Venture Frogs (investment fund) - Invested in
Zappos.com, Inc.

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• 1994-1995:
• 1996-1998:

• 1999:
Zappos.com, Inc.
• 1999-Today:
Zappos.com, Inc.

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• 1994-1995:
• 1996-1998:

• 1999:
Zappos.com, Inc.
• 1999-Today:
Zappos.com, Inc.
• 2009:
Amazon acquires Zappos for $1.2 billion
• 2010:
NYT bestseller Delivering Happiness published

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The Power of WOW
‘01 ‘02 ‘06‘03 ‘04 ‘05 ‘07‘00 ‘08
GrossSales$MM
$1,000
800
600
400
200

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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?

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the #1 priority

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the #1 priority
CULTURE

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the #1 priority
CULTURE
4 weeks of training
Culture
book
$4000 offer
Hiring for culture

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CULTURE
“Committable Core Values”
Don’t make your core values
just a meaningless plaque on the wall…

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Example: Core Values

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Example: Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble

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Clothing, Customer Service,
Culture
Customer Service
Clothing
Culture

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Clothing

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Customer Service

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Culture

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Delivering Happiness
(customers and employees)
“People will forget what you
said.
People will forget what you
did.
But people will never forget
how you made them feel.”
-Maya Angelou

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Building Great

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VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…

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“Don’t chase the
paper, chase the
dream.”

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paper, chase the
dream.”
Sean Combs aka “Puff Daddy” to rapper

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paper, chase the
dream.”
Biggie Smalls aka “Notorious B.I.G.”

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paper, chase the
dream.”
Biggie Smalls aka “Notorious B.I.G.”
in Notorious

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Evolving vision and brand at
Zappos.com
 1999
Selection
 2003
Customer Service
 2005
Culture and core values as our platform
 2007
Personal Emotional Connection
 2009
Delivering Happiness

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Delivering Happiness -
What’s Next?
Clothing
Customer Service
Company Culture
“a great brand is… ______”

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Zappos.com
http://media.glassdoor.com/m/7b/2c/00/f6/entrance-to-the-zappos-com-headquarter-office-in-
henderson-nv-photo-by.jpg

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Las Vegas City Hall
http://brandonwiegand.com/wp-content/uploads/2010/11/Zappos-City-Hall.jpg

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Nike
http://standardatl.com/home/wp-content/uploads/2010/07/Nike_Campus_Tour_01.jpg

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Google
http://static.panoramio.com/photos/original/400729.jpg

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Apple
http://www.techzek.com/wp-content/uploads/2011/09/apple_campus-1.jpg

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Doggy Day Care
http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG

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NYU Campus
http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG

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Downtown Vegas - Fremont
East
http://www.eatinglv.com/wordpress/wp-content/gallery/odettedowntown/chinatown-038-large.jpg

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East
http://www.lucyvegas.com/sites/default/files/griffin5.jpg

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East

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East
http://roadjournals.viamagazine.com/wp-content/uploads/2011/05/The-Beat-Coffeehouse.jpg

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What’s Next?
Clothing
Customer Service
Company Culture

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What’s Next?
Clothing
Customer Service
Company Culture
Community

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DOWNTOWN PROJECT -
$350M
$ 50M – Small businesses
$ 50M – Tech Startups
$ 50M – Education, Arts, Culture
$200M – Real Estate

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DOWNTOWN PROJECT GOALS

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Live/Work/Play – Walking
Distance

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Distance
The Most Community-Focused
Large City in the World

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Distance
The Most Community-Focused
Large City in the World
The Co-Learning and Co-working
Capital of the World

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ROI vs. ROC
Instead of maximizing short-term
ROI (Return On Investment)…

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ROI vs. ROC
We focus on maximizing long-
term ROC

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ROI vs. ROC
term ROC (Return On
Community)

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ROI vs. ROC and ROL
term ROC (Return On
Community)
and institutionalizing ROL

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ROI vs. ROC and ROL
term ROC (Return On
Community)
and institutionalizing ROL
(Return On Luck) – Accelerating
Serendipity

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THE BIG BET
Accelerating
Collisions, Community, and Co-
Learning

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THE BIG BET
Accelerating
Collisions, Community, and Co-
Learning
…will lead to…
Happiness, Luckiness,
Innovation, and Productivity

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$50M – Small Businesses

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 Criteria

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 Criteria
Owner Operated - Passionate

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 Criteria
Helps Build Community

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 Criteria
Execution Ability

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 Criteria
Sustainable

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 Criteria
Sustainable
Unique or First or Best at Something

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 Criteria
Sustainable
Unique or First or Best at Something
Story-worthy

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Natalie

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Check Cashing
http://www.vegaschatter.com/files/100501/checks_cashed..jpg

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Check Cashing

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Sarah

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Shipping Containers
http://images03.olx.com/ui/8/84/18/1280992807_108377618_4-cargo-containers-40ft-20-ft-For-Sale.jpg

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Shipping Container Park

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Bike Sharing

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$50M – Tech Startups
http://img-s.foursquare.com/pix/
EN1ZIL0JC5HTCZYD0PW41SWQYJHURTD204ZFZYBFGPM3F5JS.jpg

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$50M – Tech Startups
http://timenerdworld.files.wordpress.com/2011/12/romotivefinal.jpg?w=576

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The City as a Startup
http://bostinno.com/wp-content/uploads/2011/10/startup-sign.png

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$50M – Startups
http://www.shebytes.com/wp-content/uploads/2011/12/venture-for-america-12-12-11.jpg

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$50M – Education, Arts, Culture
http://blogs.middlebury.edu/internship/files/2011/01/teach4America1.jpg

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http://www.vegasnews.com/wp-content/uploads/3_2_12_burn_vegas_kabik-131-9-588.jpg

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http://mikerossart.net/images/mikeross_enter.jpg

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$200M – Real Estate
http://ecx.images-amazon.com/images/I/510Ph%2BqMw-L.jpg

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WHEN CITIES DOUBLE IN
SIZE…
Productivity and innovation per
resident increases by 15%
(But not true for companies)
Accelerate serendipity -> Accelerate
learning ->
Accelerate productivity and innovation

INGREDIENTS FOR
SERENDIPITY
1. Residential density of 100
residents/acre
2. Street-level activity for residents
to collide
3. Culture of openness,
collaboration, creativity, and
optimism

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HOW TO ACCELERATE
LEARNING & INNOVATION
Maximize serendipitous
interactions
Density in the office
Density in the city
Collisions vs. convenience

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DIFFERENT GROUPS
COLLIDING
1. 2000 Zappos employees
2. 1000 Teach For America corp
members and alumni
3. Tech Startup Community
4. Small Business Community
5. Art and Music Communities
6. Other Passion Communities
7. Local Residents

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LEARNING FROM ZAPPOS &
COWORKING…
Culture is to a Company

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COWORKING…
as
Community is to a City

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COWORKING…
as
Community is to a City
Values
Innovation
Serendipity
Participation
Upward Mobility
Attracting Startups and the Creative

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Our Secret Weapon
http://static3.vipasuite.com/resources/dyn/images/459355w783h429s185b/_fn/ogden-3.jpg

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LEARNING FROM TED, SUMMIT
SERIES, SXSW, BIF…
Curated Content
Serendipity
Learning
Connections
Community

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Downtown Vegas Every Day
Curated Content
Serendipity
Learning
Connections
Community

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Fremont St. & Las Vegas Blvd.

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Downtown Vegas Monthly
Cadence

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Cadence
Week 1 – First Friday Week

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Cadence
Week 2 – Tech Week

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Cadence
Week 3 – Fashion Week

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Cadence
Week 3 – Fashion Week
Week 4 – Catalyst Week

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Fashion Incubator – Stitch
Factory

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Collisions, Community, Co-
Learning
What is the value of a resident that is
out and about in the community?

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Learning
3-4 hours/day

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Learning
3-4 hours/day
x 7 days/week

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Learning
3-4 hours/day
x 7 days/week
x 40 weeks/year

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Learning
3-4 hours/day
x 7 days/week
x 40 weeks/year
= 1000 “collisionable”
hours/year

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Jake – Flint and Tinder
http://images.fastcompany.com/upload/inline-Made-In-The-USA-Flint-And-Tinder-Undies-And-You-
Will-Love-It-b.jpg

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Learning
What is the value of a purposeful
visitor that contributes to
community?

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Learning
community?
12 hours/day

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Learning
community?
12 hours/day
x 7 days/week

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Learning
community?
12 hours/day
x 7 days/week
x 12 weeks/year

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Learning
community?
12 hours/day
x 7 days/week
x 12 weeks/year
= 1000 “collisionable”

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Learning
“Subscribe” to
Downtown Vegas

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Learning
1. 100 residents per acre
2. Street-level activity for residents
to collide
3. Culture of openness,
collaboration, creativity, and
optimism

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Learning
1. 100 residents per acre

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Learning
1. 100,000

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Learning
1. 100,000 “collisionable”

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Learning
community

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Learning
community hours

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Learning
community hours per

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Learning
community hours per acre

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Learning
community hours per acre per

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Learning
year

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Learning
year
2.3 collisionable
hours
per square foot

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OUR BIG BET… 3 Guiding
Principles
Accelerate:
1.Collisions
2.Community
3.Co-Learning
And everything else will fall into
place…
(productivity, innovation, growth, happiness)
What will people say about

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“Downtown Vegas
Will Make You Smarter”
http://langintro.com/lv_dec_2010/pics/0950_emergency_arts_window.jpg

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ZAPPOS, DELIVERING
HAPPINESS, DOWNTOWN

% of Humans Live in Cities

% Will Live In Cities in
Our Lifetime

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The 4-Minute Mile

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The 4-Minute Mile
http://en.wikipedia.org/wiki/File:Iffley_Road_Track,_Oxford_-_blue_plaque.JPG

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www.DowntownProject.com
http://langintro.com/lv_dec_2010/pics/0950_emergency_arts_window.jpg

Zappos "Delivering Happiness"

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