This document outlines seven steps to building a brand that matters: 1) Decide if your goal is a sustainable long-term brand; 2) Figure out your core values and culture from the start and ensure alignment; 3) Commit to transparency; 4) Establish a meaningful vision beyond just profits; 5) Build relationships rather than just networking; 6) Build your team to support your vision and culture; 7) Think long-term as overnight successes take years. It uses Zappos as a case study, highlighting how their focus on culture and customer service led to business success, including being acquired by Amazon for $1.2 billion.

1. Building a Brand that Matters

2. A little about me…
Culture
R&D
Community
and Experience
2

3. A service company that just happens to
sell shoes, clothing, handbags,
accessories, housewares…

4. TOP 100 BEST
COMPANIES TO
WORK FOR
2009 #23
2010 #15
2011 #6

5. Headquarters:
Downtown Las Vegas
Fulfillment:
Shepherdsville, KY
1500+ employees

6. 1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried

7. Customer Service:
What customers see first
24/7 1-800 number on every page
Free shipping
Free return shipping
365-day return policy
7

8. Customer Service:
What customers experience
Fast, accurate fulfillment
Surprise Upgrades
Occasionally direct to competitors’ web sites
8

9. Customer Service:
What we do internally
No call times/sales goals
360 Culture Reviews
4 weeks of training
9

10. Customer Service:
What we do internally
Pay to Quit
Culture Book
Interviews Based on Culture
10

11. NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend or
family member?

12. NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend or
family member?
93%

13. NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted you?

14. NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted you?
92%

15. 7 Steps to
Building a Brand
that Matters
15

16. Step #1
DECIDE
• Decide if you’re trying to build a long term
sustainable brand
• Requires more patience with revenues &
profits in order to lay the foundation
• Decide sooner rather than later
16

17. Step #2
FIGURE OUT
VALUES & CULTURE
17

18. VALUES & CULTURE
• PERSONAL/COMPANY’S core
values
• Start EARLY…
• It doesn’t MATTER what the
values are.
• The most important thing
is ALIGNMENT
18

19. 1.
2.
3.
4.
Deliver WOW Through Service
Embrace and Drive Change
Create Fun and a Little Weirdness
Be Adventurous, Creative, and OpenMinded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
19

20. Step #3
COMMIT TO
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not
20

21. Commitment to Transparency:
Examples
“Ask Anything” newsletter
Extranet for vendors
Tours & reporter visits
21

22. Step #4
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
22

23. Evolution of the Zappos Vision
Best Selection
of Shoes
Best Customer
Service
Culture/Values
Deliver Happiness
23

24. ENTREPRENEURS:
What would you be passionate
about doing for 10 years
even if you never made a
dime?
24

25. EMPLOYEES:
What’s the larger vision and
greater purpose in their
work beyond money or
profits?
25

26. VISION
MOTIVATION
vs.
INSPIRATION
26

27. Step #5
BUILD RELATIONSHIPS
(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTING
ZCN Clubs – PEC - Wishez
27

28. PEC – Personal Emotional Connection

29. Wishez

30. Step #6
BUILD YOUR TEAM
“If you want to go quickly, go alone.
If you want to go far, go together.”
(African proverb)
Hire slowly. Fire quickly.
30

31. Step #7
THINK LONG TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are years in the making
(both personally and in business)
31

32. WHAT
CULTURE CAN DO FOR A COMPANY
NOV ‘09 AMAZON ACQUIRES ZAPPOS
$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING

33. 33

34. Thank you for allowing me to be here!
Email me! Jamie@zappos.com
• Questions or Comments
• A copy of this presentation
• Tour of our office
– If you happen to be in Las Vegas!
• Copy of our culture book
– Be sure to include your mailing address!