“Our higher purpose is delivering happiness to the world,” Hsieh tells Talking Leadership editor, Carmine Gallo.
“Zappos is a customer focused company,” according to Amazon CEO, Jeff Bezos, who recently announced a deal to buy the online shoe and clothing retailer for an estimated $847 million. Zappos is indeed a company committed to keeping customers happy and it starts with co-founder & CEO, Tony Hsieh. In a wide-ranging interview for Talking Leadership, Hsieh shares his secrets for building a brand that generates buzz, admiration, and extreme loyalty among its employees and customers.
TL: How many speeches and presentations do you give every week?
TH: “It averages one a week, but there have been times when I’ve given four speeches in a single week, in four different cities.”
TL: You have a billion dollar e-commerce site. Why do you feel the need to share the Zappos story with all who will listen?
TH: “Many people in the audience are influential in generating additional buzz, interviews, and word of mouth. It’s been really effective to spread the word behind Zappos.”
TL: How do presentations support and build your brand?
TH: “It’s one thing to read about your company, but when a customer can associate it with an actual person, it creates a deeper, more meaningful connection to the brand. When you see someone who is truly passionate about their topic, they appear more authentic. If you are truly passionate about your subject, the audience will sense it naturally”.
TL: What are you passionate about? You have yet to mention shoes, which is what Zappos sells. I think you’re passionate about something much deeper. It’s not about the shoes, is it?
TH: “That’s right. I’m passionate about customer service, company culture, and happiness.”
TL: Happiness? What does that have to do with selling shoes and clothing online?
TH: “Customers tell us that when they open their new shoes or a perfect piece of clothing from Zappos, it’s ‘happiness in a box.’ Whether it’s that kind of happiness or the happiness they feel when they deal with a Zappos rep over the phone or the happiness our employees feel about being part of a culture that celebrates their individuality and whose larger vision they believe in, it all involves bringing happiness to people. I’m really interested in the science of happiness. Great companies all have strong cultures and a vision beyond money, or profits or being number one in the market. On the happiness side, researchers have found that happier people are those who find a higher purpose in something greater than themselves. There are very strong parallels between what’s good for business and what’s good for your own personal happiness. Find your higher purpose, for your company and yourself. For Zappos, our higher purpose is delivering happiness to the world.”
TL: You’re a prolific tweeter. In your latest tweet, I saw that you just downed four hot dogs during an employee event. I hope you feel okay.
TH: “Yeah, it was a little much.”
TL: How do your tweets compliment your presentations or visa versa?
TH: “Twitter is great to connect with employees and customers on a more personal level. It reinforces our core value and brand. The same goes for presentations and how we answer our phones. Every employee interaction with customers is an opportunity to reinforce what our brand stands for. There are different touch points and we try to cover as many as possible.”
TL: If I’m in your audience, what is the one feeling that you want to leave with me?
TH: “Inspired.”
TL: Inspired? To do what? Buy shoes?
TH: “No. To provide better customer service in your company, inspired to do more on the culture side for your employees, and inspired to learn more about the science of happiness.”
TL: Most presenters don’t get it. It’s all about them and their company. Instead it should be about teaching your audience something they can learn from your company, wouldn’t you agree?
TH: “Yes. A brand is a shortcut to certain emotions. We want Zappos to be a shortcut to being inspired. My presentations and most of my twitter posts don’t have much to do about e-commerce. They have more to do with customer service, culture, entertaining and inspiring. I wrote a blog post about how Twitter can make you a better, happier person.”
TL: How does inspiring your audience benefit Zappos?
TH: “Ultimately, it causes people to be more attached to the brand and the company. You’d rather support a company that inspires you than one that doesn’t.”
TL: I understand you’re a big storyteller. What kind of stories do you tell?
TH: “Stories that reinforce our themes. I start with a story about my previous career at another company and how the culture went downhill, which is why we’re so focused on creating a great culture at Zappos. I also tell a fun story about the time a bunch of us had been bar-hopping and we got back to our hotel and tried to order pizza from Zappos. Even though we don’t deliver pizza, the customer service rep wanted to keep a customer satisfied and actually tracked down a pizza parlor that delivered late at night! It’s a fun story that reinforces our commitment to customer service.”
TL: What is the Zappos vision?
TH: “Delivering happiness and the best customer experience. With that vision, there could be a Zappos airline in twenty years. Zappos is about delivering happiness which includes customer service, inspiration and positive emotions.”
TL: Any other advice for business owners and entrepreneurs as far as communicating the value behind their brand?
TH: “The most important thing is to talk about what you’re passionate about. For me, it’s happiness.”
TL: Thanks, Tony.
TH: “Thank you. It was fun.”