PRINCIPLE 3Step into the Personal

The companies that survive longest are the ones that work out what they uniquely can give to the world—not just growth or money but their excellence, their respect for others, or their ability to make people happy. Some call those things a soul.

CHARLES HANDY

Principle 2, “Make It Effortlessly Swift,” demonstrates how Zappos delivers wow through service without even having to make customer service personal. But the leadership at Zappos has aspired to a more potent transformational and emotional service outcome, namely, to deliver happiness. While brands can rely on operational excellence in service delivery to garner respect and differentiate themselves from less effective competitors, legendary and beloved ...

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