Delivering Happiness<br />Nordic E-Commerce Summit<br />Alfred Lin, COO/CFO<br />alfred@zappos.com<br />May 19, 2010<br />...
A Little About Me (Alfred)<br />’97-’98<br />’94<br />’99<br />’05 - Today<br />’01-’05<br />© 2009 sunnibrown.com<br />
Zappos.com, Inc. at a GlanceCorporate Background<br />Founded in 1999<br />1800 employees (half in Las Vegas headquarters,...
#23 in 2009 – highest debut for a newcomer in 2009</li></ul>Zappos.com is “Powered by Service”<br /><ul><li>Providing the ...
Fast, Free Shipping.  Free return shipping.  365-day return policy.
Fast fulfillment.  Expedited delivery.  Fast, friendly & expert customer service.</li></ul>Best selection<br /><ul><li>Ove...
Over 4 million items in warehouse
100% of products inventoried (no drop ship).</li></li></ul><li>Repeat customers and word of mouth...<br />$1,200<br />$1,0...
Customer Service: Establishing a personal emotional connection with the customer<br />
Clothing, Customer Service, Culture<br />Culture<br />Customer Service<br />Clothing<br />
Clothing<br />
Customer Service<br />
Culture<br />
Clothing, Customer Service, Culture<br />Culture<br />Customer Service<br />Clothing<br />
Delivering Happiness(customers and employees)<br />“People may not remember exactly <br />what you did or what you said, <...
Building Great<br />
CULTURE<br />“Committable Core Values”<br />Don’t make your core values <br />just a meaningless plaque on the wall…<br />
Example: Core Values<br />Deliver WOW Through Service<br />Embrace and Drive Change<br />Create Fun and a Little Weirdness...
“That’s great,<br />but it would <br />neverwork at my company…”<br />
ALIGNMENT<br />It doesn’t matter what your core values are…<br />as long as you <br />commit to them.<br />
VISION<br />“Whatever you’re thinking, think bigger.”<br />Does the vision have meaning?<br />Chase the vision, not the mo...
WORDS OF WISDOM<br />Don’t chase<br />the paper;<br />chase the<br />DREAM.<br />Sean Combs, a.k.a.<br />“Puff Daddy”<br /...
ENTREPRENEURS:<br />“What would you be passionate about doing for 10 years even if you never made a dime?”<br />
EMPLOYEES:<br />What’s the larger vision and greater purpose in their work beyond money or profits?<br />
What’s the greater vision and purpose of employees’ work? <br />Go beyond the profit motive.<br />© 2009 sunnibrown.com<br />
VISION<br />MOTIVATION<br />vs.<br />INSPIRATION<br />
Motivation is different<br />from inspiration.<br />© 2009 sunnibrown.com<br />© 2009 sunnibrown.com<br />
<ul><li>1999		Selection
2003		Customer Service
2005		Culture and core values as our platform
2007		Personal Emotional Connection
2009		Delivering Happiness</li></ul>Evolution of a Brand<br />
Take a step back.<br />Stop and ask yourself:<br />What is your goal in life? <br />© 2009 sunnibrown.com<br />
WHAT IS YOUR GOAL IN LIFE?<br />Grow Company<br />Get a Great Job<br />Boyfriend / Girlfriend<br />Be Healthy<br />why?<br...
“If happiness is your goal,<br />ask why 5 times about every matter.”<br />– TaiichiOhno<br />why<br />why<br />why<br />w...
HAPPINESS<br />People are very bad at predicting what will bring them sustained happiness.<br />“When I get ___, I will be...
There is a SCIENCE behind many aspects of business including:<br />conversion<br />psychology of buying<br />direct market...
WHAT IS YOUR GOAL IN LIFE?<br />Grow Company<br />Get a Great Job<br />Boyfriend / Girlfriend<br />Be Healthy<br />why?<br...
A FEW DIFFERENT<br />ON HAPPINESS<br />f<br />r<br />a<br />m<br />e<br />w<br />o<br />s<br />r<br />k<br />© 2009 sunnib...
Perceived Control<br />Perceived Progress<br />Connectedness<br />Vision / Meaning<br />(Being part of something bigger th...
Maslow’s Hierarchy:<br />
Rock Star<br />(Pleasure – chasing the next high)<br />Flow<br />(Engagement – time flies)<br />Meaning/Higher Purpose<br ...
Happy	Great	Great<br />PeopleEmployeesBusinesses<br />Pleasure	Job	Profits<br />Chasing highs	Comp/Benefits	Financial Perf...
Important<br />Questions<br />© 2009 sunnibrown.com<br />
What    of your time do you want to spend learning about the SCIENCE of HAPPINESS?<br />How can the SCIENCE of HAPPINESS h...
If the research shows that <br />vision / meaning / higher purpose<br />leads to happiness…<br />What is your company’s hi...
Recommended Books<br />
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Zappos Preso 2010-05-19 Nordic Ecommerce Summit

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  1. 1. Delivering Happiness<br />Nordic E-Commerce Summit<br />Alfred Lin, COO/CFO<br />alfred@zappos.com<br />May 19, 2010<br />1<br />
  2. 2.
  3. 3. A Little About Me (Alfred)<br />’97-’98<br />’94<br />’99<br />’05 - Today<br />’01-’05<br />© 2009 sunnibrown.com<br />
  4. 4. Zappos.com, Inc. at a GlanceCorporate Background<br />Founded in 1999<br />1800 employees (half in Las Vegas headquarters, half in Kentucky)<br /><ul><li>#15 in 2010 FORTUNE MAGAZINE’s “100 Best Companies To Work For”
  5. 5. #23 in 2009 – highest debut for a newcomer in 2009</li></ul>Zappos.com is “Powered by Service”<br /><ul><li>Providing the best online shopping experience possible.
  6. 6. Fast, Free Shipping. Free return shipping. 365-day return policy.
  7. 7. Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.</li></ul>Best selection<br /><ul><li>Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs.
  8. 8. Over 4 million items in warehouse
  9. 9. 100% of products inventoried (no drop ship).</li></li></ul><li>Repeat customers and word of mouth...<br />$1,200<br />$1,000<br />$800<br />Gross Sales $ (millions)<br />$600<br />$400<br />$200<br />$0<br />2000<br />2001<br />2002<br />2003<br />2004<br />2005<br />2006<br />2007<br />2008<br />2009<br />Gross Sales<br />1.6<br />8.6<br />32<br />70 <br />184 <br />370 <br />587 <br />841 <br />1,014 <br />1,187 <br />
  10. 10. Customer Service: Establishing a personal emotional connection with the customer<br />
  11. 11. Clothing, Customer Service, Culture<br />Culture<br />Customer Service<br />Clothing<br />
  12. 12. Clothing<br />
  13. 13. Customer Service<br />
  14. 14. Culture<br />
  15. 15. Clothing, Customer Service, Culture<br />Culture<br />Customer Service<br />Clothing<br />
  16. 16. Delivering Happiness(customers and employees)<br />“People may not remember exactly <br />what you did or what you said, <br />but they will always remember <br />how you made them feel.”<br />© 2009 sunnibrown.com<br />
  17. 17. Building Great<br />
  18. 18. CULTURE<br />“Committable Core Values”<br />Don’t make your core values <br />just a meaningless plaque on the wall…<br />
  19. 19. Example: Core Values<br />Deliver WOW Through Service<br />Embrace and Drive Change<br />Create Fun and a Little Weirdness<br />Be Adventurous, Creative, and Open-Minded<br />Pursue Growth and Learning<br />Build Open and Honest Relationships With Communication<br />Build a Positive Team and Family Spirit<br />Do More with Less<br />Be Passionate and Determined<br />Be Humble<br />
  20. 20. “That’s great,<br />but it would <br />neverwork at my company…”<br />
  21. 21. ALIGNMENT<br />It doesn’t matter what your core values are…<br />as long as you <br />commit to them.<br />
  22. 22. VISION<br />“Whatever you’re thinking, think bigger.”<br />Does the vision have meaning?<br />Chase the vision, not the money…<br />
  23. 23. WORDS OF WISDOM<br />Don’t chase<br />the paper;<br />chase the<br />DREAM.<br />Sean Combs, a.k.a.<br />“Puff Daddy”<br />Biggie Smalls, a.k.a. “Notorious B.I.G., ”<br />© 2009 sunnibrown.com<br />
  24. 24. ENTREPRENEURS:<br />“What would you be passionate about doing for 10 years even if you never made a dime?”<br />
  25. 25. EMPLOYEES:<br />What’s the larger vision and greater purpose in their work beyond money or profits?<br />
  26. 26. What’s the greater vision and purpose of employees’ work? <br />Go beyond the profit motive.<br />© 2009 sunnibrown.com<br />
  27. 27. VISION<br />MOTIVATION<br />vs.<br />INSPIRATION<br />
  28. 28. Motivation is different<br />from inspiration.<br />© 2009 sunnibrown.com<br />© 2009 sunnibrown.com<br />
  29. 29. <ul><li>1999 Selection
  30. 30. 2003 Customer Service
  31. 31. 2005 Culture and core values as our platform
  32. 32. 2007 Personal Emotional Connection
  33. 33. 2009 Delivering Happiness</li></ul>Evolution of a Brand<br />
  34. 34. Take a step back.<br />Stop and ask yourself:<br />What is your goal in life? <br />© 2009 sunnibrown.com<br />
  35. 35. WHAT IS YOUR GOAL IN LIFE?<br />Grow Company<br />Get a Great Job<br />Boyfriend / Girlfriend<br />Be Healthy<br />why?<br />why?<br />why?<br />why?<br />Retire Early<br />Make Money <br />Find Soul Mate<br />Run Faster<br />why?<br />why?<br />why?<br />why?<br />Spend Time w/ Family<br />Buy A Home<br />Get Married<br />Run A Marathon<br />why?<br />why?<br />why?<br />why?<br />HAPPINESS<br />
  36. 36. “If happiness is your goal,<br />ask why 5 times about every matter.”<br />– TaiichiOhno<br />why<br />why<br />why<br />why<br />
  37. 37. HAPPINESS<br />People are very bad at predicting what will bring them sustained happiness.<br />“When I get ___, I will be happy.”<br />“When I achieve ___, I will be happy.”<br />RESEARCH HAS SHOWN: <br />
  38. 38. There is a SCIENCE behind many aspects of business including:<br />conversion<br />psychology of buying<br />direct marketing<br />customer acquisition metrics<br />repeat customer behavior, etc.<br />What if you spent just 10% of your time studying and learning the SCIENCE of HAPPINESS?<br />How much HAPPIER could you be?<br />Happiness<br />
  39. 39. WHAT IS YOUR GOAL IN LIFE?<br />Grow Company<br />Get a Great Job<br />Boyfriend / Girlfriend<br />Be Healthy<br />why?<br />why?<br />why?<br />why?<br />Retire Early<br />Make Money <br />Find Soul Mate<br />Run Faster<br />why?<br />why?<br />why?<br />why?<br />Spend Time w/ Family<br />Buy A Home<br />Get Married<br />Run A Marathon<br />why?<br />why?<br />why?<br />why?<br />HAPPINESS<br />
  40. 40. A FEW DIFFERENT<br />ON HAPPINESS<br />f<br />r<br />a<br />m<br />e<br />w<br />o<br />s<br />r<br />k<br />© 2009 sunnibrown.com<br />
  41. 41. Perceived Control<br />Perceived Progress<br />Connectedness<br />Vision / Meaning<br />(Being part of something bigger than yourself)<br />A FEW DIFFERENT FRAMEWORKS ON HAPPINESS:<br />
  42. 42. Maslow’s Hierarchy:<br />
  43. 43. Rock Star<br />(Pleasure – chasing the next high)<br />Flow<br />(Engagement – time flies)<br />Meaning/Higher Purpose<br />(Being part of something bigger than yourself)<br />3 TYPES OF HAPPINESS<br />time<br />time<br />time<br />
  44. 44. Happy Great Great<br />PeopleEmployeesBusinesses<br />Pleasure Job Profits<br />Chasing highs Comp/Benefits Financial Performance<br />Flow Career Passion<br />Engagement Recognition Passion<br />Meaning Calling Purpose<br />Purpose PurposePurpose<br />time<br />time<br />time<br />
  45. 45. Important<br />Questions<br />© 2009 sunnibrown.com<br />
  46. 46. What of your time do you want to spend learning about the SCIENCE of HAPPINESS?<br />How can the SCIENCE of HAPPINESS help your business, your brand, and yourself?<br />© 2009 sunnibrown.com<br />
  47. 47. If the research shows that <br />vision / meaning / higher purpose<br />leads to happiness…<br />What is your company’s higher purpose?<br />What is your higher purpose?<br />
  48. 48. Recommended Books<br />
  49. 49. PEAK<br />Chip Conley<br />TRIBAL LEADERSHIP<br />Dave Logan, John King & Halee Fischer-Wright<br />FOUR HOUR WORK WEEK<br />Tim Ferriss<br />HAPPINESS HYPOTHESIS<br />Jonathan Haidt<br />RECOMMENDED BOOKS:<br />
  50. 50. Delivering Happiness<br />A Path to Profits, Passion and Purpose<br />by Tony Hsieh<br />Launching June 7, 2010<br />RECOMMENDED BOOKS:<br />
  51. 51. THANK YOU<br />
  52. 52.
  53. 53.
  54. 54. Email alfred@zappos.com for:<br />This presentation<br />Free culture book <br />(need physical mailing address)<br />Go to http://tours.zappos.com for:<br />Tour of our offices when you’re next in Las Vegas <br /> (takes about an hour)<br />We’ll pick you up from the airport or your hotel in a Zappos Shuttle!<br />Contact info and tours!<br />
  55. 55. Questions<br />
  56. 56. THANK YOU<br />

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