Delivering Happiness - BIG Summit - 11-19-09
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Transcript of Delivering Happiness - BIG Summit - 11-19-09
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DELIVERING HAPPINESSA PATH TO PROFITS, PASSION, AND PURPOSE
Tony Hsieh
B.I.G. SummitNovember 19, 2009
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Slide 2
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Slide 3
A Little About Me (Tony)
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Slide 4
Shepherdsville,
Kentucky
Las Vegas,Nevada
1400employees
Founded in 1999*
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Slide 5
1000+ brands
5 million
+warehous
editems
“We are a service company
that happens to sell stuff.”
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Slide 6
Public recognition is nice, but remember to pay more attention to customers.
TV Stories Oprah (2008/2009) ABC Nightline (2008) 60 Minutes (2007)
Fortune “100 Best Companies to Work For” #23 (2009) – Highest ranking newcomer to list
Fast Company “50 Most Innovative Companies” #20 (2009)
BusinessWeek Top 25 “Customer Service Champs” #7 (2009)
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Slide 7
The Power of WOW
‘01 ‘02 ‘06‘03 ‘04 ‘05 ‘07‘00 ‘08
Gro
ss S
ale
s $M
M
$1,000
800
600
400
200
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Slide 8
What customers notice firstSERVICE
800 number on every page
Free shipping
Free return shipping
24/7 customer service
365-day return policy
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Slide 9
Building Customer Loyalty
No call times
Every phone call is a brand-building opportunity
No upselling
No scripts
SERVICE
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Slide 10
What customers experience next
Redirect to competitors’ sites
Fast, accurate fulfillment
Surprise upgrades to overnight shipping
Above-and-beyond customer service
SERVICE
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Slide 11
the #1 priorityCULTURE
5 weeks of training
Culture book
$2000 to quit
Hiring for culture
Twitter helps build culture
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Slide 12
Clothing, Customer Service, Culture
Customer Service
Clothing
Culture
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Slide 13
Clothing
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Slide 14
Customer Service
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Slide 15
Culture
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Slide 16
Clothing, Customer Service, Culture
Customer Service
Clothing
Culture
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Slide 17
Delivering Happiness(customers and employees)
“People may not remember exactly what you did or what you said, but they will always remember
how you made them feel.”
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Slide 18
Building Great
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Slide 19
CULTURE“Committable Core Values”
Don’t make your core values just a meaningless plaque on the wall…
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Slide 20
Example: Core Values
1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble
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Slide 21
COMMIT TO TRANSPARENCY
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not
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Slide 22
Examples of Transparency
“Ask Anything” employee newsletter
Openness with vendors
Tours
Reporter visits
Sharing internal information with other companies
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Slide 23
“That’s great,but it would
never work at my company…”
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Slide 24
ALIGNMENTIt doesn’t matter what your
core values are…as long as you
commit to them.
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Slide 25
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
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Slide 26
VISION
“Don’t chase the paper, chase the dream.”
Sean Combs aka “Puff Daddy” to rapper Biggie Smalls aka “Notorious B.I.G.” in Notorious
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Slide 27
ENTREPRENEURS:
“What would you be passionate about doing for 10 years even if you never made a dime?”
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Slide 28
EMPLOYEES:
What’s the larger vision and greater purpose in
their work beyond money or profits?
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Slide 29
VISION
MOTIVATIONvs.
INSPIRATION
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Slide 30
Evolution of a Brand
1999 Selection
2003 Customer Service
2005 Culture and core values as our platform
2007 Personal Emotional Connection
2009 Delivering Happiness
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Slide 31
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TAKE A STEP BACK…
WHAT IS YOUR GOAL IN LIFE?
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Slide 33
WHAT IS YOUR GOAL IN LIFE?
Grow Company
Get a Great Job
Boyfriend / Girlfriend Be Healthy
Retire Early Make Money Find Soul Mate Run Faster
Spend Time w/ Family Buy A Home Get Married Run A
Marathon
why? why? why? why?
why? why? why? why?
HAPPINESSwhy? why? why? why?
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Slide 34
RESEARCH HAS SHOWN
HAPPINESSPeople are very bad at predicting what
will bring them sustained happiness.
“When I get ___, I will be happy.”
“When I achieve ___, I will be happy.”
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Slide 35
HAPPINESS
There is a SCIENCE behind many aspects of business including: conversion psychology of buying direct marketing customer acquisition metrics repeat customer behavior, etc.
What if you spent just 10% of your time studying and learning the SCIENCE of HAPPINESS?
How much HAPPIER could you be?
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Slide 36
WHAT IS YOUR GOAL IN LIFE?
Grow Company
Get a Great Job
Boyfriend / Girlfriend Be Healthy
Retire Early Make Money Find Soul Mate Run Faster
Spend Time w/ Family Buy A Home Get Married Run A
Marathon
why? why? why? why?
why? why? why? why?
why? why? why? why?
HAPPINESS
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A FEW DIFFERENT FRAMEWORKS OF
HAPPINESS
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Slide 38
A FEW DIFFERENT FRAMEWORKS ON
HAPPINESSPerceived Control
Perceived Progress
Connectedness
Vision / Meaning(Being part of something bigger than yourself)
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Slide 39
Maslow’s Hierarchy
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Slide 40
3 TYPES OF HAPPINESS
Rock Star(Pleasure – chasing the next high)
Flow(Engagement – time flies)
Meaning / Higher Purpose(Being part of something bigger than yourself)
time
time
time
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Slide 41
RECOMMENDED BOOKS
PEAKChip Conley
TRIBAL LEADERSHIPDave Logan, John King & Halee Fischer-Wright
FOUR HOUR WORK WEEKTim Ferriss
HAPPINESS HYPOTHESISJonathan Haidt
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Slide 42
Contact info and tours!
Email [email protected] for:
This presentation
Free culture book (need physical mailing address)
Go to http://tours.zappos.com for:
Tour of our offices when you’re next in Las Vegas (takes about an hour)
We’ll pick you up from the airport or your hotel in a Zappos Shuttle!
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Slide 43
Profits
Passion
Purpose
GREAT BUSINESS
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Slide 44
HAPPINESS
time
time
time
GREAT BUSINESS
Profits
Passion
Purpose
Pleasure
Passion
Purpose
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Slide 45
What % of your time do you want to spend learning about the
SCIENCE of HAPPINESS?
How can the SCIENCE of HAPPINESS help your business, your brand, and yourself?
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Slide 46
If the research shows that vision / meaning / higher purpose
leads to HAPPINESS…
What is your company’s higher purpose?
What is your higher purpose?
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Delivering HAPPINESS
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