he’s an American internet entrepreneur and venture capitalist he’s the CEO of
and venture capitalist he’s the CEO of
and venture capitalist he’s the CEO of the online shoe and clothing store
the online shoe and clothing store
the online shoe and clothing store Zappos
Zappos
Zappos prior to joining Zappos he co-founded
prior to joining Zappos he co-founded
prior to joining Zappos he co-founded link exchange which he sold to Microsoft
link exchange which he sold to Microsoft
link exchange which he sold to Microsoft for two hundred and sixty-five million
for two hundred and sixty-five million
for two hundred and sixty-five million dollars he’s Tony Hsieh and here are his
dollars he’s Tony Hsieh and here are his
dollars he’s Tony Hsieh and here are his top ten rules for success the great
top ten rules for success the great
top ten rules for success the great companies had a vision that had a higher
companies had a vision that had a higher
companies had a vision that had a higher purpose beyond just money or profits or
purpose beyond just money or profits or
purpose beyond just money or profits or being number one in a market and kind of
being number one in a market and kind of
being number one in a market and kind of the irony there is that by not making
the irony there is that by not making
the irony there is that by not making profits the number one priority of the
profits the number one priority of the
profits the number one priority of the company or the higher purpose of the
company or the higher purpose of the
company or the higher purpose of the company it actually enabled these
company it actually enabled these
company it actually enabled these companies to make generate more profits
companies to make generate more profits
companies to make generate more profits in the long term so sometimes when I
in the long term so sometimes when I
in the long term so sometimes when I speak at entrepreneur conferences I get
speak at entrepreneur conferences I get
speak at entrepreneur conferences I get asked what’s a good market to get into
asked what’s a good market to get into
asked what’s a good market to get into where it can make a lot of money and my
where it can make a lot of money and my
where it can make a lot of money and my response is amiss instead of thinking
response is amiss instead of thinking
response is amiss instead of thinking about where you can make a lot of money
about where you can make a lot of money
about where you can make a lot of money think about what are you so passionate
think about what are you so passionate
think about what are you so passionate about doing that you’d be happy doing it
about doing that you’d be happy doing it
about doing that you’d be happy doing it for ten years and even if you never made
for ten years and even if you never made
for ten years and even if you never made a dime and that’s what you should be
a dime and that’s what you should be
a dime and that’s what you should be doing and kind of the ironic thing is
doing and kind of the ironic thing is
doing and kind of the ironic thing is the money will actually follow so you
the money will actually follow so you
the money will actually follow so you know we’ve all heard of Craigslist he
know we’ve all heard of Craigslist he
know we’ve all heard of Craigslist he didn’t set out to make money he was
didn’t set out to make money he was
didn’t set out to make money he was passionate about the community and now
passionate about the community and now
passionate about the community and now it’s one of the top traffic websites on
it’s one of the top traffic websites on
it’s one of the top traffic websites on the internet so I like to say chase the
the internet so I like to say chase the
the internet so I like to say chase the vision not the money there was a movie
vision not the money there was a movie
vision not the money there was a movie that came out a I think a couple years
that came out a I think a couple years
that came out a I think a couple years ago I called notorious I think it only
ago I called notorious I think it only
ago I called notorious I think it only lasted a week in the movie theater but
lasted a week in the movie theater but
lasted a week in the movie theater but but I saw it and I in it
but I saw it and I in it
but I saw it and I in it biggie smalls also known as notorious
biggie smalls also known as notorious
biggie smalls also known as notorious b.i.g is well Puff Daddy says to biggie
b.i.g is well Puff Daddy says to biggie
b.i.g is well Puff Daddy says to biggie smalls don’t chase the paper chase the
smalls don’t chase the paper chase the
smalls don’t chase the paper chase the dream I just want an excuse to put this
dream I just want an excuse to put this
dream I just want an excuse to put this picture up here anyways so if you’re an
picture up here anyways so if you’re an
picture up here anyways so if you’re an entrepreneur say think about what would
entrepreneur say think about what would
entrepreneur say think about what would you be so passionate about doing that
you be so passionate about doing that
you be so passionate about doing that you’d be happy doing it for 10 years
you’d be happy doing it for 10 years
you’d be happy doing it for 10 years even if you never made a dime from it
even if you never made a dime from it
even if you never made a dime from it and if you have employees now what’s the
and if you have employees now what’s the
and if you have employees now what’s the larger vision and greater purpose in
larger vision and greater purpose in
larger vision and greater purpose in their work beyond just money or profits
their work beyond just money or profits
their work beyond just money or profits or being number one
or being number one
or being number one in a market company culture was always
in a market company culture was always
in a market company culture was always important and myself and Fred and I
important and myself and Fred and I
important and myself and Fred and I interviewed everyone when we were still
interviewed everyone when we were still
interviewed everyone when we were still in San Francisco basically until we can
in San Francisco basically until we can
in San Francisco basically until we can do that anymore because there were too
do that anymore because there were too
do that anymore because there were too many employees to interview but but
many employees to interview but but
many employees to interview but but basically we wanted to we had we had
basically we wanted to we had we had
basically we wanted to we had we had this criteria of you know
this criteria of you know
this criteria of you know yes interview for the normal business
yes interview for the normal business
yes interview for the normal business technical stuff but they meet the bar
technical stuff but they meet the bar
technical stuff but they meet the bar right technically so do the normal set
right technically so do the normal set
right technically so do the normal set of interviews but then you kind of had
of interviews but then you kind of had
of interviews but then you kind of had this final test of like is this someone
this final test of like is this someone
this final test of like is this someone I was choose to hang out with or grab a
I was choose to hang out with or grab a
I was choose to hang out with or grab a drink with and if the answer was if we
drink with and if the answer was if we
drink with and if the answer was if we weren’t in business together if the
weren’t in business together if the
weren’t in business together if the answer was no then we would an entire
answer was no then we would an entire
answer was no then we would an entire them so that goes against a lot of the
them so that goes against a lot of the
them so that goes against a lot of the things that you know I’ve heard out
things that you know I’ve heard out
things that you know I’ve heard out there in the past it’s like keep your
there in the past it’s like keep your
there in the past it’s like keep your work and personal relationship separate
work and personal relationship separate
work and personal relationship separate you know like that’s kind of been like a
you know like that’s kind of been like a
you know like that’s kind of been like a thing that’s been stated out there like
thing that’s been stated out there like
thing that’s been stated out there like there should be just firewall between
there should be just firewall between
there should be just firewall between the two but you went and said okay it’s
the two but you went and said okay it’s
the two but you went and said okay it’s very important that I can actually get
very important that I can actually get
very important that I can actually get along with this person this is a someone
along with this person this is a someone
along with this person this is a someone I could go out have a beer with why was
I could go out have a beer with why was
I could go out have a beer with why was that so important to you
that so important to you
that so important to you um I guess I have two answers to that
um I guess I have two answers to that
um I guess I have two answers to that one is yes there are companies that
one is yes there are companies that
one is yes there are companies that focus on work/life separation or
focus on work/life separation or
focus on work/life separation or work-life balance and at Zappos we
work-life balance and at Zappos we
work-life balance and at Zappos we really focus on work-life integration
really focus on work-life integration
really focus on work-life integration and you know at the end of the day it’s
and you know at the end of the day it’s
and you know at the end of the day it’s just life so you might as and especially
just life so you might as and especially
just life so you might as and especially if you spend so much time at work like
if you spend so much time at work like
if you spend so much time at work like you better hopefully enjoy the time that
you better hopefully enjoy the time that
you better hopefully enjoy the time that you’re spending there and the people
you’re spending there and the people
you’re spending there and the people that you’re with so that’s one answer
that you’re with so that’s one answer
that you’re with so that’s one answer and then the other answer is and I don’t
and then the other answer is and I don’t
and then the other answer is and I don’t think the book existed at the time of
think the book existed at the time of
think the book existed at the time of Zappos was founded but Jim Collins his
Zappos was founded but Jim Collins his
Zappos was founded but Jim Collins his book good to great researched and looked
book good to great researched and looked
book good to great researched and looked at what separated the great companies in
at what separated the great companies in
at what separated the great companies in terms of long term financial performance
terms of long term financial performance
terms of long term financial performance from just the good ones or mediocre ones
from just the good ones or mediocre ones
from just the good ones or mediocre ones and found that the great ones had two
and found that the great ones had two
and found that the great ones had two important ingredients that separated
important ingredients that separated
important ingredients that separated them from just the good ones are
them from just the good ones are
them from just the good ones are mediocre ones and one of them was that
mediocre ones and one of them was that
mediocre ones and one of them was that they all had strong cultures and
and you know we formalize the definition
and you know we formalize the definition of our culture into we have ten core
of our culture into we have ten core
of our culture into we have ten core values at Zappos and one of the actually
values at Zappos and one of the actually
values at Zappos and one of the actually really interesting things I found from
really interesting things I found from
really interesting things I found from the research was that it actually
the research was that it actually
the research was that it actually doesn’t matter what your values are what
doesn’t matter what your values are what
doesn’t matter what your values are what matters is that you have them in that
matters is that you have them in that
matters is that you have them in that you line the organization around them
you line the organization around them
you line the organization around them and the power actually comes from the
and the power actually comes from the
and the power actually comes from the alignment not from the actual value so
alignment not from the actual value so
alignment not from the actual value so there’s no judgment of values and so
there’s no judgment of values and so
there’s no judgment of values and so we’re not out there telling people oh
we’re not out there telling people oh
we’re not out there telling people oh you should adopt the Zappos values and
you should adopt the Zappos values and
you should adopt the Zappos values and culture and so on because actually that
culture and so on because actually that
culture and so on because actually that would probably not work in most cases
would probably not work in most cases
would probably not work in most cases and where our message is more you should
and where our message is more you should
and where our message is more you should figure out where your values are and
figure out where your values are and
figure out where your values are and then align the entire organization
then align the entire organization
then align the entire organization rhythm so our whole philosophy is let’s
rhythm so our whole philosophy is let’s
rhythm so our whole philosophy is let’s take most of the money that we would
take most of the money that we would
take most of the money that we would have spent on paid advertising or paid
have spent on paid advertising or paid
have spent on paid advertising or paid marketing and rather than by our
marketing and rather than by our
marketing and rather than by our exposure instead let’s invest it into
exposure instead let’s invest it into
exposure instead let’s invest it into customer service in the customer
customer service in the customer
customer service in the customer experience and let our customers do the
experience and let our customers do the
experience and let our customers do the marketing for us through word-of-mouth
marketing for us through word-of-mouth
marketing for us through word-of-mouth on any given day about 75% of our orders
on any given day about 75% of our orders
on any given day about 75% of our orders are from repeat customers and we
are from repeat customers and we
are from repeat customers and we basically grew from no sales in 1999 to
basically grew from no sales in 1999 to
basically grew from no sales in 1999 to in 2008 was the first year where we hit
in 2008 was the first year where we hit
in 2008 was the first year where we hit a billion dollars in gross merchandise
a billion dollars in gross merchandise
a billion dollars in gross merchandise sales and actually even despite the bad
sales and actually even despite the bad
sales and actually even despite the bad economy we’ve actually continued to grow
economy we’ve actually continued to grow
economy we’ve actually continued to grow over the last two years in fact our net
over the last two years in fact our net
over the last two years in fact our net sales were q1 this year we’re up almost
sales were q1 this year we’re up almost
sales were q1 this year we’re up almost 50% year-over-year and people asked us
50% year-over-year and people asked us
50% year-over-year and people asked us what do we do differently over the last
what do we do differently over the last
what do we do differently over the last 24 months and it’s actually we actually
24 months and it’s actually we actually
24 months and it’s actually we actually didn’t do anything differently and it’s
didn’t do anything differently and it’s
didn’t do anything differently and it’s not because of anything we did over the
not because of anything we did over the
not because of anything we did over the past two years it’s because of all the
past two years it’s because of all the
past two years it’s because of all the investment we made prior to that that we
investment we made prior to that that we
investment we made prior to that that we continue to grow because of the loyalty
continue to grow because of the loyalty
continue to grow because of the loyalty of our customers and the number one
of our customers and the number one
of our customers and the number one driver of all that growth is through
driver of all that growth is through
driver of all that growth is through repeat customers and word-of-mouth I
repeat customers and word-of-mouth I
repeat customers and word-of-mouth I would say probably the biggest thing is
would say probably the biggest thing is
would say probably the biggest thing is it’s just patience and and I don’t mean
it’s just patience and and I don’t mean
it’s just patience and and I don’t mean patience as as in in terms of just you
patience as as in in terms of just you
patience as as in in terms of just you know sitting around and hoping something
know sitting around and hoping something
know sitting around and hoping something miraculous will happen but really when
miraculous will happen but really when
miraculous will happen but really when you’re making decisions for your
you’re making decisions for your
you’re making decisions for your business thinking long term and think
business thinking long term and think
business thinking long term and think about what is actually going to make a
about what is actually going to make a
about what is actually going to make a difference 10 years from now and what’s
difference 10 years from now and what’s
difference 10 years from now and what’s actually going to make a difference even
actually going to make a difference even
actually going to make a difference even two or three years from now but I think
two or three years from now but I think
two or three years from now but I think most people get stuck in what’s going to
most people get stuck in what’s going to
most people get stuck in what’s going to make a difference
make a difference
make a difference this week or this quarter or even this
this week or this quarter or even this
this week or this quarter or even this year and and you know when you think
year and and you know when you think
year and and you know when you think longer-term the decisions you make end
longer-term the decisions you make end
longer-term the decisions you make end up being very different and so things
up being very different and so things
up being very different and so things like culture for example if your culture
like culture for example if your culture
like culture for example if your culture you know suddenly goes downhill tomorrow
you know suddenly goes downhill tomorrow
you know suddenly goes downhill tomorrow or assembly improves tomorrow you’re not
or assembly improves tomorrow you’re not
or assembly improves tomorrow you’re not going to see the effects in this quarter
going to see the effects in this quarter
going to see the effects in this quarter or this year or even in terms of your
or this year or even in terms of your
or this year or even in terms of your bottom line but two or three years down
bottom line but two or three years down
bottom line but two or three years down the road you will and same thing with
the road you will and same thing with
the road you will and same thing with customer service if if we hypothetically
customer service if if we hypothetically
customer service if if we hypothetically stopped answering our phones and fired
stopped answering our phones and fired
stopped answering our phones and fired everyone in our call center that would
everyone in our call center that would
everyone in our call center that would actually have a huge gain in our profits
actually have a huge gain in our profits
actually have a huge gain in our profits for 2009 I don’t think it would hurt our
for 2009 I don’t think it would hurt our
for 2009 I don’t think it would hurt our top-line revenue we’d still do over a
top-line revenue we’d still do over a
top-line revenue we’d still do over a billion and growth sales but two or
billion and growth sales but two or
billion and growth sales but two or three years from now then we’d start
three years from now then we’d start
three years from now then we’d start feeling the effects so I think the
feeling the effects so I think the
feeling the effects so I think the biggest thing is just how how long-term
biggest thing is just how how long-term
biggest thing is just how how long-term are you thinking I always like doing
are you thinking I always like doing
are you thinking I always like doing these thought experiments and so one way
these thought experiments and so one way
these thought experiments and so one way to think that it is if if money were no
to think that it is if if money were no
to think that it is if if money were no issue if you had infinite money what
issue if you had infinite money what
issue if you had infinite money what would you do or the counter to it is if
would you do or the counter to it is if
would you do or the counter to it is if everything was free or if this one thing
everything was free or if this one thing
everything was free or if this one thing was free then what would you do
was free then what would you do
was free then what would you do differently and so I think that can help
differently and so I think that can help
differently and so I think that can help spark the initial ideas and then once
spark the initial ideas and then once
spark the initial ideas and then once you kind of have the crazy out there
you kind of have the crazy out there
you kind of have the crazy out there idea then you work backwards and make it
idea then you work backwards and make it
idea then you work backwards and make it more into reality for example a lot of
more into reality for example a lot of
more into reality for example a lot of startup tech companies have problems
startup tech companies have problems
startup tech companies have problems hiring tech talent so what if there’s a
hiring tech talent so what if there’s a
hiring tech talent so what if there’s a line out the door of amazing engineers
line out the door of amazing engineers
line out the door of amazing engineers then what would you do differently and
then what would you do differently and
then what would you do differently and then that might shift the thinking into
then that might shift the thinking into
then that might shift the thinking into okay how do we get a line out the door
okay how do we get a line out the door
okay how do we get a line out the door of really talented engineers and and
of really talented engineers and and
of really talented engineers and and make that the problem the real problem
make that the problem the real problem
make that the problem the real problem that you’re trying to protect or
that you’re trying to protect or
that you’re trying to protect or actually back to Zappos is Sri in the
actually back to Zappos is Sri in the
actually back to Zappos is Sri in the early days we had trouble hiring people
early days we had trouble hiring people
early days we had trouble hiring people that were really good buyers that good
that were really good buyers that good
that were really good buyers that good at merchandising initially the front
at merchandising initially the front
at merchandising initially the front problem was framed as
problem was framed as
problem was framed as how do we go and recruit more talented
how do we go and recruit more talented
how do we go and recruit more talented buyers but then we reframed it as well
buyers but then we reframed it as well
buyers but then we reframed it as well how do we the only way we can guarantee
how do we the only way we can guarantee
how do we the only way we can guarantee kind of an endless supply of talent
kind of an endless supply of talent
kind of an endless supply of talent buyers as if we basically grow and train
buyers as if we basically grow and train
buyers as if we basically grow and train them ourselves and so now we have a
them ourselves and so now we have a
them ourselves and so now we have a program where we hire people that are
program where we hire people that are
program where we hire people that are entry-level and within three to five
entry-level and within three to five
entry-level and within three to five years they have the potential to become
years they have the potential to become
years they have the potential to become a senior leader within the company you
a senior leader within the company you
a senior leader within the company you talk to managers and tell them you
talk to managers and tell them you
talk to managers and tell them you should be spending ten to twenty percent
should be spending ten to twenty percent
should be spending ten to twenty percent of your time outside the office with
of your time outside the office with
of your time outside the office with your team initially the response from
your team initially the response from
your team initially the response from some of them are well is that really
some of them are well is that really
some of them are well is that really working we’re just hanging out and then
working we’re just hanging out and then
working we’re just hanging out and then we ask the managers that have done it
we ask the managers that have done it
we ask the managers that have done it how much more productive is your team
how much more productive is your team
how much more productive is your team because there’s better communication and
because there’s better communication and
because there’s better communication and higher levels of trust and people are
higher levels of trust and people are
higher levels of trust and people are willing to do favors for each other
willing to do favors for each other
willing to do favors for each other because they’re doing favors for friends
because they’re doing favors for friends
because they’re doing favors for friends not for just a co-worker and in terms of
not for just a co-worker and in terms of
not for just a co-worker and in terms of increased productivity the answers range
increased productivity the answers range
increased productivity the answers range from anywhere from 20% to 100% so kind
from anywhere from 20% to 100% so kind
from anywhere from 20% to 100% so kind of worst case scenario you break even I
of worst case scenario you break even I
of worst case scenario you break even I mean we just we were fresh out of school
mean we just we were fresh out of school
mean we just we were fresh out of school had just didn’t know what we were doing
had just didn’t know what we were doing
had just didn’t know what we were doing and I think I’d say one of the lessons
and I think I’d say one of the lessons
and I think I’d say one of the lessons that actually you would think we’ve
that actually you would think we’ve
that actually you would think we’ve learned the first time but kind of
learned the first time but kind of
learned the first time but kind of repeats itself throughout history is
repeats itself throughout history is
repeats itself throughout history is actually just not having enough
actually just not having enough
actually just not having enough self-confidence right like thinking oh
self-confidence right like thinking oh
self-confidence right like thinking oh if we hire this external person that has
if we hire this external person that has
if we hire this external person that has this great resume then they’ll be great
this great resume then they’ll be great
this great resume then they’ll be great in you know it feels weird but but they
in you know it feels weird but but they
in you know it feels weird but but they must know more than we do in and I think
must know more than we do in and I think
must know more than we do in and I think one of the lessons we learned through
one of the lessons we learned through
one of the lessons we learned through link exchange was actually if you’re one
link exchange was actually if you’re one
link exchange was actually if you’re one of the co-founders you probably know
of the co-founders you probably know
of the co-founders you probably know more about the business then you know
more about the business then you know
more about the business then you know someone that’s just coming in from the
someone that’s just coming in from the
someone that’s just coming in from the outside but we were young at the time
outside but we were young at the time
outside but we were young at the time and didn’t know that one of our
and didn’t know that one of our
and didn’t know that one of our interview questions is on a scale of one
interview questions is on a scale of one
interview questions is on a scale of one to ten how weird are you and you know if
to ten how weird are you and you know if
to ten how weird are you and you know if you’re one you might be a little bit too
you’re one you might be a little bit too
you’re one you might be a little bit too straight-laced for the Zappos culture
straight-laced for the Zappos culture
straight-laced for the Zappos culture ten maybe a little bit too psychotic for
ten maybe a little bit too psychotic for
ten maybe a little bit too psychotic for us but really it’s not so much the
us but really it’s not so much the
us but really it’s not so much the number that we care about its how they
number that we care about its how they
number that we care about its how they answer because our belief is that
answer because our belief is that
answer because our belief is that everyone is a little weird somehow and
everyone is a little weird somehow and
everyone is a little weird somehow and this is really more just a fun way
this is really more just a fun way
this is really more just a fun way saying that we really recognize and
saying that we really recognize and
saying that we really recognize and celebrate each person’s individuality
celebrate each person’s individuality
celebrate each person’s individuality and we
and we
and we they’re true personalities to come out
they’re true personalities to come out
they’re true personalities to come out and shine in the workplace you know
and shine in the workplace you know
and shine in the workplace you know there’s so many people where they’re a
there’s so many people where they’re a
there’s so many people where they’re a different person at home on weekends
different person at home on weekends
different person at home on weekends versus when they’re inside the office
versus when they’re inside the office
versus when they’re inside the office and people in corporate America leave a
and people in corporate America leave a
and people in corporate America leave a little bit of themselves or in a lot of
little bit of themselves or in a lot of
little bit of themselves or in a lot of cases big part of themselves at home and
cases big part of themselves at home and
cases big part of themselves at home and we really strive to create an
we really strive to create an
we really strive to create an environment where people are just
environment where people are just
environment where people are just comfortable being themselves so instead
comfortable being themselves so instead
comfortable being themselves so instead of worrying about work/life separation
of worrying about work/life separation
of worrying about work/life separation it’s about work/life integration where
it’s about work/life integration where
it’s about work/life integration where it’s just the same person and you know
it’s just the same person and you know
it’s just the same person and you know not only are you comfortable being
not only are you comfortable being
not only are you comfortable being yourself but when you connect with your
yourself but when you connect with your
yourself but when you connect with your co-workers it’s not just co-worker
co-workers it’s not just co-worker
co-workers it’s not just co-worker relationships but true friendships that
relationships but true friendships that
relationships but true friendships that end up forming where you would choose to
end up forming where you would choose to
end up forming where you would choose to hang out with these people even if you
hang out with these people even if you
hang out with these people even if you weren’t working at the same company
weren’t working at the same company
weren’t working at the same company together so these are some of the
together so these are some of the
together so these are some of the questions that we ask ourselves in terms
questions that we ask ourselves in terms
questions that we ask ourselves in terms of thinking about how to deliver great
of thinking about how to deliver great
of thinking about how to deliver great customer service and we internally use
customer service and we internally use
customer service and we internally use the word Wow when thinking about how
the word Wow when thinking about how
the word Wow when thinking about how would you treat customers but we use it
would you treat customers but we use it
would you treat customers but we use it as a verb we talk about how do we bow
as a verb we talk about how do we bow
as a verb we talk about how do we bow our customers and also how do we allow
our customers and also how do we allow
our customers and also how do we allow our employees and the vendors that we
our employees and the vendors that we
our employees and the vendors that we work with and it starts with the
work with and it starts with the
work with and it starts with the policies you see on our website we offer
policies you see on our website we offer
policies you see on our website we offer free shipping both ways so a lot of
free shipping both ways so a lot of
free shipping both ways so a lot of people will order 10 different pairs of
people will order 10 different pairs of
people will order 10 different pairs of shoes try them on in the comfort of
shoes try them on in the comfort of
shoes try them on in the comfort of their living room with 10 different
their living room with 10 different
their living room with 10 different outfits and then send back the ones that
outfits and then send back the ones that
outfits and then send back the ones that don’t fit or they don’t like and we
don’t fit or they don’t like and we
don’t fit or they don’t like and we encourage that type of behavior we have
encourage that type of behavior we have
encourage that type of behavior we have a 365 day return policy for people that
a 365 day return policy for people that
a 365 day return policy for people that I guess have trouble committing or
I guess have trouble committing or
I guess have trouble committing or making up their minds and you know they
making up their minds and you know they
making up their minds and you know they can take well to to return products and
can take well to to return products and
can take well to to return products and you know most websites it’s very hard to
you know most websites it’s very hard to
you know most websites it’s very hard to find contact information usually it’s
find contact information usually it’s
find contact information usually it’s buried 5linx deep and maybe it’s an
buried 5linx deep and maybe it’s an
buried 5linx deep and maybe it’s an email address you can only email once
email address you can only email once
email address you can only email once whereas for us we take the exact
whereas for us we take the exact
whereas for us we take the exact opposite approach we put our 1-800
opposite approach we put our 1-800
opposite approach we put our 1-800 number on the top of every single page
number on the top of every single page
number on the top of every single page of our website because we actually want
of our website because we actually want
of our website because we actually want to talk to our customers
to talk to our customers
to talk to our customers and it’s funny because sometimes I’ll be
and it’s funny because sometimes I’ll be
and it’s funny because sometimes I’ll be speaking at a branding or marketing
speaking at a branding or marketing
speaking at a branding or marketing conference and there’s a lot of
conference and there’s a lot of
conference and there’s a lot of discussion about consumers being
discussion about consumers being
discussion about consumers being bombarded with thousands and thousands
bombarded with thousands and thousands
bombarded with thousands and thousands of marketing messages every day how do
of marketing messages every day how do
of marketing messages every day how do you get your message to stand out how to
you get your message to stand out how to
you get your message to stand out how to get your brand to stand out in you know
get your brand to stand out in you know
get your brand to stand out in you know should they be investing millions of
should they be investing millions of
should they be investing millions of dollars in this 30-second Superbowl ad
dollars in this 30-second Superbowl ad
dollars in this 30-second Superbowl ad that people may or may not be paying
that people may or may not be paying
that people may or may not be paying attention to or should they be
attention to or should they be
attention to or should they be leveraging the latest in the social
leveraging the latest in the social
leveraging the latest in the social media fad and for us as kind of low-tech
media fad and for us as kind of low-tech
media fad and for us as kind of low-tech and unsexy as it may sound we found that
and unsexy as it may sound we found that
and unsexy as it may sound we found that the telephone is actually one of the
the telephone is actually one of the
the telephone is actually one of the best branding devices out there because
best branding devices out there because
best branding devices out there because we have the customers undivided
we have the customers undivided
we have the customers undivided attention for five to ten minutes and if
attention for five to ten minutes and if
attention for five to ten minutes and if we get the interaction right we find
we get the interaction right we find
we get the interaction right we find that the customers remember that for a
that the customers remember that for a
that the customers remember that for a very long time and tell their friends
very long time and tell their friends
very long time and tell their friends and family about us and we run our call
and family about us and we run our call
and family about us and we run our call center very differently for most call
center very differently for most call
center very differently for most call centers we don’t have scripts we don’t
centers we don’t have scripts we don’t
centers we don’t have scripts we don’t have this concept of average handle time
have this concept of average handle time
have this concept of average handle time which most call centers have which is
which most call centers have which is
which most call centers have which is all about how quickly can you get the
all about how quickly can you get the
all about how quickly can you get the customer off the phone in the name of
customer off the phone in the name of
customer off the phone in the name of being more efficient but we’re not
being more efficient but we’re not
being more efficient but we’re not trying to maximize for efficiency we’re
trying to maximize for efficiency we’re
trying to maximize for efficiency we’re trying to maximize for the customer
trying to maximize for the customer
trying to maximize for the customer experience and we don’t upsell and so
experience and we don’t upsell and so
experience and we don’t upsell and so going back to the know call time
going back to the know call time
going back to the know call time actually just got an email last night a
actually just got an email last night a
actually just got an email last night a new record was set for the longest phone
new record was set for the longest phone
new record was set for the longest phone call ever it was eight hours and three
call ever it was eight hours and three
call ever it was eight hours and three minutes long so yeah I don’t know how
minutes long so yeah I don’t know how
minutes long so yeah I don’t know how the bathroom situation worked effort for
the bathroom situation worked effort for
the bathroom situation worked effort for that one but so and it may seem weird
that one but so and it may seem weird
that one but so and it may seem weird that you know for us we’re an Internet
that you know for us we’re an Internet
that you know for us we’re an Internet company 95% of our sales go through the
company 95% of our sales go through the
company 95% of our sales go through the website so why do we focus so much on
website so why do we focus so much on
website so why do we focus so much on the telephone and what we found is
the telephone and what we found is
the telephone and what we found is actually on average almost every
actually on average almost every
actually on average almost every customer calls us at least once sometime
customer calls us at least once sometime
customer calls us at least once sometime during their lifetime and it’s actually
during their lifetime and it’s actually
during their lifetime and it’s actually usually not to place an order
usually not to place an order
usually not to place an order most of our phone calls do not result in
most of our phone calls do not result in
most of our phone calls do not result in orders it might be their first time
orders it might be their first time
orders it might be their first time going through the returns process and
going through the returns process and
going through the returns process and they just need help
they just need help
they just need help stepping through the process of printing
stepping through the process of printing
stepping through the process of printing out a return label for the first time or
out a return label for the first time or
out a return label for the first time or maybe they have a wedding over the
maybe they have a wedding over the
maybe they have a wedding over the weekend and they just want some fashion
weekend and they just want some fashion
weekend and they just want some fashion advice and I think we have some
advice and I think we have some
advice and I think we have some customers that call us because they’re
customers that call us because they’re
customers that call us because they’re lonely and well we’ll talk to them as
lonely and well we’ll talk to them as
lonely and well we’ll talk to them as well so so that’s our call center and
well so so that’s our call center and
well so so that’s our call center and then for our warehouse we actually run
then for our warehouse we actually run
then for our warehouse we actually run it very differently from most warehouses
it very differently from most warehouses
it very differently from most warehouses as well most warehouses they let the
as well most warehouses they let the
as well most warehouses they let the orders pile up so that when the picker
orders pile up so that when the picker
orders pile up so that when the picker needs to walk around there’s higher
needs to walk around there’s higher
needs to walk around there’s higher picking density more efficient doesn’t
picking density more efficient doesn’t
picking density more efficient doesn’t need a walk as far for us we run our
need a walk as far for us we run our
need a walk as far for us we run our warehouse 24/7 which is not the most
warehouse 24/7 which is not the most
warehouse 24/7 which is not the most efficient way to run our warehouse and
efficient way to run our warehouse and
efficient way to run our warehouse and but we’re not trying to maximize for
but we’re not trying to maximize for
but we’re not trying to maximize for efficiency and because we run it 24/7
efficiency and because we run it 24/7
efficiency and because we run it 24/7 and because our warehouse is located in
and because our warehouse is located in
and because our warehouse is located in Kentucky right next to the UPS hub and
Kentucky right next to the UPS hub and
Kentucky right next to the UPS hub and because we do these surprise upgrades to
because we do these surprise upgrades to
because we do these surprise upgrades to overnight shipping for a lot of most of
overnight shipping for a lot of most of
overnight shipping for a lot of most of our repeat loyal customers when you
our repeat loyal customers when you
our repeat loyal customers when you combine all three of those things a lot
combine all three of those things a lot
combine all three of those things a lot of customers order as late as midnight
of customers order as late as midnight
of customers order as late as midnight Eastern Time and the shoe show up on
Eastern Time and the shoe show up on
Eastern Time and the shoe show up on their doorstep eight hours later when
their doorstep eight hours later when
their doorstep eight hours later when they’re expecting it a week later and
they’re expecting it a week later and
they’re expecting it a week later and that creates that whole emotional
that creates that whole emotional
that creates that whole emotional response we’re trying to be listed in
response we’re trying to be listed in
response we’re trying to be listed in that Wow experience that causes them to
that Wow experience that causes them to
that Wow experience that causes them to remember us for a very long time and
remember us for a very long time and
remember us for a very long time and tell their friends and family about us
tell their friends and family about us
tell their friends and family about us the ultimate definition of success is
the ultimate definition of success is
the ultimate definition of success is you could lose everything that you have
you could lose everything that you have
you could lose everything that you have and truly be ok with it your happiness
and truly be ok with it your happiness
and truly be ok with it your happiness isn’t based on external factors could
isn’t based on external factors could
isn’t based on external factors could you lose everything and be happy I think
you lose everything and be happy I think
you lose everything and be happy I think that would actually be a fun challenge
that would actually be a fun challenge
that would actually be a fun challenge thank you so much for watching I made
thank you so much for watching I made
thank you so much for watching I made this video because ghulam Attard
this video because ghulam Attard
this video because ghulam Attard I hope I pronounced that right ask me
I hope I pronounced that right ask me
I hope I pronounced that right ask me too so there’s a famous entrepreneur
too so there’s a famous entrepreneur
too so there’s a famous entrepreneur that you want me to profile next leave
that you want me to profile next leave
that you want me to profile next leave it in the comments below and I’ll see
it in the comments below and I’ll see
it in the comments below and I’ll see what I can do
what I can do
what I can do I’d also love to know which of Tony
I’d also love to know which of Tony
I’d also love to know which of Tony Shea’s top 10 rules had the biggest
Shea’s top 10 rules had the biggest
Shea’s top 10 rules had the biggest impact on you leave it in the comments
impact on you leave it in the comments
impact on you leave it in the comments and I will join the discussion thank you
and I will join the discussion thank you
and I will join the discussion thank you so much for watching continue to believe
so much for watching continue to believe
so much for watching continue to believe and I’ll see you soon
”
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