CONTENTS

FOREWORD

ACKNOWLEDGMENTS

1. ZAPPOS? WHAT IS ZAPPOS?

PRINCIPLE 1 Serve a Perfect Fit

2. IT ALL COMES BACK TO CULTURE

3. CULTURE SHOULD BE A VERB

PRINCIPLE 2 Make It Effortlessly Swift

4. LESS EFFORT, MORE CUSTOMERS

5. THE TICKET TO THE BIG SERVICE DANCE: VELOCITY, KNOWLEDGE, RECOVERY, AND SURPRISE

PRINCIPLE 3 Step into the Personal

6. MORE THAN A WALLET WITH LEGS

7. CONNECTIONS AT ALL LEVELS

PRINCIPLE 4 S T R E T C H

8. ZAPPOS UNIVERSITY

9. BEYOND SHOES

PRINCIPLE 5 Play to Win

10. PLAY WELL

11. R.O.F.L.

CONCLUSION: ENDINGS, BEGINNINGS, AND YOU

NOTES

APPENDIX A: SHARING GREAT CALLS

APPENDIX B: EXCERPTS FROM ZAPPOS CULTURE BOOKS

INDEX