Social Nation: How to Harness the Power of Social Media to Attract Customers, Motivate Employees, and Grow Your Business

Chapter 5. PRINCIPLE 2: LET CULTURE LEAD THE WAY

	When shall we learn that we are all related one to the other, that we are all members of one body?
	--Helen Keller

When Tony Hsieh joined Zappos in 1999 as co-CEO he had two goals: to reach $1 billion in sales within 10 years, and to make Fortune magazine's list of 100 Best Companies to Work For. The first he did by the end of 2008; a year later, he made the coveted list when the online shoe retailer debuted at No. 23.

Zappos has long been known for its customer-service-centered culture—free shipping and return shipping being the hallmarks—and call center operators who are willing to spend hours, literally, on the phone to give customers a good, personal experience. Hsieh has built a Service Nation. That said, he insists culture is even more important; he knows that without it he would have never achieved his original goals.

Hsieh says the Zappos culture (and the value that was created from it) is built on the company's 10 core values, which are known by every employee, repeated often, and emblazoned on signs around the company's Henderson, Nevada, headquarters. The Zappos values are listed here, in bold; and though most are self-explanatory, we've summarized their objectives.

1. Deliver WOW Through Service Go above and beyond, while doing things in unconventional, unexpected ways so as to leave people with "a positive story they can take with them the rest of their lives."

2. Embrace and Drive Change Always be looking for ways to change things ...