Delivering Happiness - BIG Summit - 11-19-09

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  • SB (Now) Slide 11: The reason why it’s acceptable to remove the stats on the slide before is because (a) these types of things need to be STATED, not read (b) no one will remember the minutiae/numbers and (c) this slide punctuates their success and people will remember the visual of the exponential increase.
  • With our Employees: 5 weeks of culture, core values, customer service and warehouse training (remove for everyone in Vegas office – that’s where their customer loyalty team is and Tony can mention that if he wants to);
  • With our Employees: 5 weeks of culture, core values, customer service and warehouse training (remove for everyone in Vegas office – that’s where their customer loyalty team is and Tony can mention that if he wants to);
  • Delivering Happiness - BIG Summit - 11-19-09

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

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