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March 15, 2009
Values worth repeating
Zappos spends more time focusing on its culture than most companies. That approach isn't for everyone but then again, very few companies are like the customer evangelist-powered Zappos, which does over $1 billion annually since launching in 1999.
Values are platitudes unless they're backed up with action. Zappos' values are worth spreading. (The links go to the company's explanation of each one.)
- Deliver WOW Through Service
- Embrace and Drive Change
- Create Fun and A Little Weirdness
- Be Adventurous, Creative, and Open-Minded
- Pursue Growth and Learning
- Build Open and Honest Relationships With Communication
- Build a Positive Team and Family Spirit
- Do More With Less
- Be Passionate and Determined
- Be Humble
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Great post Ben,
I think that focus on explaining the granularity of each value is a must in ensuring employees march in lockstep with the brand.
Sure it could probably be shortened a little, but overall I think the level of detail helps each employee constantly think of how what they do contributes to the Zappos brand. And that is going to be harder to do as the Zappos juggernaut continues to grow.
yup - Zappos rather impressed me. I signed up just because it's a habit to have my usename installed in as many places as possible.
Next thing I know - I get their "Culture Book" delivered to my door -- by courier!!
I'm impressed enough that the next step is to check out the products.
Good marketing, I think
Zappos is a house of cards. Over 50% of that $1 billion was returned. And the cost structure is so high it doesn't make money.
Charlie -- Agreed. The detail turns the value from mere slogan into action-item.
Inthis -- I'd say it's good marketing.
JD -- If Zappos ever goes public, I've wondered how they'll deal with Wall Street's voracious anti-customer, anti-service, anti-value demands, too.
Magnatune, the online record label, has an interesting credo and some remarkable business practices, such as fair sharing of profits with artists, letting customers pick the price for the albums they want to buy and explicitly encouraging them to give away the albums they own. But for some reason, (probably out of their size or sector) they have gone unnoticed. They are virtually swimming against the tide (remember the cases where record labels demanded their artists' videos be removed from Youtube), time will tell if what they do is really viable.
zappos definitely stands out precisely because of their corporate culture. i've got to say though that i don't think this culture came through on the celebrity apprentice last week. the executive they had on came across as somewhat distant and quite unengaging.... seemed at an arms length to what was going on which seemed quite unexpected for the company where everyone tweets.
I agree on the odd representative for the Apprentice. He wasn't exactly the personification of the principles above, at least based on a quick impression.
The principle that intrigues me the most is "Do More with Less." I purposefully haven't read their explanation, simply because I'm kinda enjoying letting that brew in my feeble brain.
Does it mean work like crazy? Does it mean be as cheap as possible? Does it mean leverage technology? Does it mean to filter out the dross of the organization (ala Jack Welch and GE)?
When did they bring back The Apprentice, and why?
and its sooo inexpensive to work on culture!
Dr Wright
www.wrightplacetv.com
www.twitter.com/drwright1
Zappos appear to use culture as a competitive advantage, they don't distinguish between culture and brand. From the work we do we see that every business's culture has an impact on their performance because it impacts how they treat their customers. Companies that are trying to hold their customers hostage are getting found out and the transparency of social media is allowing customers to see into an organizations culture like never before.....
I think you need to be a little careful with wierdness. Wierdness is a fine line to walk, a lot like humour - one mans joke is another mans insult. I wonder if quirky might be a better word.
