Delivering Happiness - Women's Leadership Conference - 03.16.11
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Transcript of Delivering Happiness - Women's Leadership Conference - 03.16.11
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FIRST…THERE WAS
A BOOK
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LABOR DAY 2009
(LENTICULAR)
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SXSW 2010
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#1 Bestseller ListsNYTimes (6 months)
WSJAmazonBarnes & NobleBorders
2010 Best of ListsAmazon Customer
FavoriteNPR MarketplaceINC. MagazineNew York PostReadWriteWeb
~250,000 copies15+ languages/countries
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THEN, THERE WAS A
BUS TOUR
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before after
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16But before we get on the bus…
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a little about me…
UC BERKELEY Bachelor of Arts
KPMG/Liquid Thinking Internet Strategy Consultant
FREELANCE CONSULTANTInternetWritingGraphic Design
ZAPPOS – SPECIALTY PROJECTSEight years+ as a consultantRelocation from SF to VegasBranding and Culture Book Creator
(now on its 7th edition)
DELIVERING HAPPINESS CEO and Chief Happiness OfficerLed launch and management of the book, tour and now the company/movement.
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“PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE
THEM FEEL.” MAYA ANGELOU
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The Power of WOW
‘01 ‘02 ‘06‘03 ‘04 ‘05 ‘07‘00 ‘08
Gro
ss S
ale
s $M
M
$1,000
800
600
400
200
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Founded in 1999
3500 employees currently- 1100 in NV- 2400 in KY
FORTUNE MAGAZINE’s “100 Best Companies To Work For”
- 2009 #23- 2010 #15- 2011 #6
Zappos is “Powered by Service”• Providing the best online shopping experience possible.
• Fast, free shipping. Free return shipping. 365-day return policy.
• Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
ZAPPOS AT A GLANCE
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Best selection• Over 1,000 brands,
over 200,000 styles, over 900,000 unique UPCs.
• 5 million items in warehouse
• 100% of products inventoried (no drop ship)
“a woman’s dream closet…”
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CUSTOMER EXPERIENCE
What do customers expect?What do customers actually experience?What emotions do customers feel?What stories do they tell their friends?How can culture create more stories and memories?
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#1 PRIORITY?
CULTURE
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HOW IS CULTURE #1 PRIORITY?
5 WEEKS OF TRAINING
ZAPPOS CULTURE BOOK$4000 offer
HIRING FOR CULTURE
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“BRAND IS A LAGGING INDICATOR OF CULTURE” – TONY HSIEH
HOW DID ZAPPOS BUILD THEIR
CULTURE AND BRAND?
HOW CAN YOU APPLY THEIR
LESSONS LEARNED?
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1. IS IT IMPORTANT TO YOU?DO YOU WANT TO BUILD A LONG-TERM, SUSTAINABLE BRAND?
ARE YOU WILLING TO COMMIT FINANCE AND TIME TO IT?
HOW HIGH A PRIORITY WILL IT BE?
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EVER WONDER IF ANYONE EVER READS CORE
VALUES ON THE LUNCHROOM
PLAQUE(LET ALONE LIVE BY THEM)?
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2. DEFINE YOUR CORE VALUESIT’S HARD, SO START EARLY.
WHAT ARE YOUR PERSONAL CORE VALUES?
WHAT ARE YOUR COMPANY’S CORE VALUES?
DO THEY ALIGN?
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RESEARCH SHOWS IT DOESN’T MATTER WHAT YOUR VALUES ARE, YOU JUST HAVE TO COMMIT TO THEM
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CORE VALUES AT ZAPPOS
1. Deliver WOW Through Service2. Embrace and Drive Change
3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit8. Do More with Less
9. Be Passionate and Determined10. Be Humble
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3. COMMIT TO TRANSPARENCYBE REAL. BE YOURSELF.
WHEN PEOPLE ARE, THERE’S LESS TO FEAR.
(WHILE SAVING TIME, EFFORT AND ANXIETY)
WORK | LIFE INTEGRATIONEXAMPLES:
TWITTER.ZAPPOS.COM
“ASK ANYTHING”VENDOR EXTRANET
TOURS & MEDIA VISITS
ZAPPOS INSIGHTS
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4. VISIONDOES IT HAVE MEANING AND PASSION BEHIND IT?
CHASE THE VISION, NOT THE MONEY.
DOES IT INSPIRE (VS. MOTIVATE)?
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FOR EMPLOYEES
What’s the larger vision and greater purpose in their work beyond money or profits?
FOR ENTREPRENEURS
What would you be passionate about doing if you didn’t fear failure and didn’t make ANY money for 10 years?
VISION
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5. BUILD RELATIONSHIPSIT’S NOT ABOUT NETWORKING OR MARKETING.
IF YOU’RE INTERESTED, YOU DON’T HAVE TO TRY TO BE INTERESTING.
“IF THE PERSON YOU’RE TALKING TO ISN’T LISTENING, BE PATIENT. MAYBE HE HAS A SMALL PIECE OF FLUFF IN HIS EAR.”
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6. BUILD THE TEAM“IF YOU WANT TO GO QUICKLY, GO ALONE. IF YOU WANT TO GO FAR, GO TOGETHER.”
HIRE SLOWLY. FIRE QUICKLY.
“TEAMWORK IS ESSENTIAL – IT ALLOWS YOU TO BLAME SOMEONE ELSE.”
- AL GORE, FROM AN AFRICAN PROVERB
(THAT’S NOT AL GORE)
- JUST KIDDING!
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THE CULTURE BOOK
THE CULTURE BOOK
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THE CULTURE BOOKWHAT IS IT?
COMPLETELY UNEDITED EXCEPT FOR TYPOS AND SPELLING
SNAPSHOT OF CULTURE EVERY YEAR – WHAT’S GOOD, WHAT DO WE NEED TO IMPROVE
STARTED AS CULTURE BOOK, NOW THE BRAND BOOK TOOJAPAN AND BRAZIL LOVE ZAPPOS EVEN THOUGH ZAPPOS DOESN’T SHIP THERE
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SO WHAT’S THE POINT
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“PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE
THEM FEEL.” MAYA ANGELOU
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WHAT’STHE POINT
WHERE DOES THE STORY BEGIN?
WHERE DOES THE STORY END?
HOW DO YOU REINFORCE THE GOOD MEMORIES?
WHAT WERE THE EMOTIONS, POSITIVE AND NEGATIVE?
HOW CAN YOU CREATE MORE STORIES AND MEMORIES?
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WHAT’S YOUR BUSINESS?
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WHAT’S YOUR BUSINESS?
YOU’RE NOT IN THE _______ BUSINESS.
CIRQUE DU SOLEIL ISN’T IN THE CIRCUS BUSINESS.
IN-N-OUT ISN’T IN THE BURGER BUSINESS.
YOU’RE IN THE EXPERIENCE AND EMOTIONS BUSINESS.
YOU’RE IN THE STORIES AND MEMORIES BUSINESS.
THINK BIGGER.
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TAKE A MOMENT TO THINK, WHAT ARE YOUR GOALS IN LIFE?
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YET RESEARCH SHOWS WE’RE BAD AT PREDICTING WHAT WILL BRING US SUSTAINED HAPPINESS
EXAMPLES:LOTTERY WINNERS“WHEN I GET ___, I’LL BE HAPPY”“WHEN I ACHIEVE ____, I’LL BE HAPPY”
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SINCE THERE’S A SCIENCE BEHIND BUSINESS
CONVERSIONPSYCHOLOGY OF BUYING
DIRECT MARKETINGMETRICSREPEAT CUSTOMERSLOYALTY
WHAT ABOUT THE SCIENCE OF HAPPINESS?
WHAT IF WE ALL SPENT A LITTLE TIME IN STUDYING AND LEARNING IT, HOW HAPPIER COULD WE BE?
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SOME FRAMEWORKS OF HAPPINESS
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IF RESEARCH SHOWS
VISIONMEANINGHIGHER PURPOSE
LEADS TO HAPPINESS…
WHAT’S YOUR AND YOUR COMPANY’S HIGHER PURPOSE?
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charity: water
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I CAN
BE A
CMP!
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THEN THERE WAS A BUS TOUR
FIRST…THERE WAS A BOOK
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“DELIVERING HAPPINESS
IS A MOVEMENT THAT HAPPENS TO HAVE A BOOK”
- SETH GODIN
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ICEE
INSPIRECONNECTEDUCATEEXPERIENCE
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SXSW 2011
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JUST ANNOUNCED!
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COMMUNITY
SUSTAINABLE
SCALABLE
COMPANY WITH A
CAUSE
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THANK YOUDELIVERINGHAPPINESS.COM
CULTUREBOOK.ORGJOIN THE MOVEMENT!
facebook.com/DeliveringHappinesstwitter | @DHMovement |
@DHMovementCEO
