The companies that survive longest are the ones that work out what they uniquely can give to the world—not just growth or money but their excellence, their respect for others, or their ability to make people happy. Some call those things a soul.
—CHARLES HANDY
Principle 2, “Make It Effortlessly Swift,” demonstrates how Zappos delivers wow through service without even having to make customer service personal. But the leadership at Zappos has aspired to a more potent transformational and emotional service outcome, namely, to deliver happiness. While brands can rely on operational excellence in service delivery to garner respect and differentiate themselves from less effective competitors, legendary and beloved companies seek personal, enriched experiences that are easily remembered and readily shared with others. In Chapter 6, “More than a Wallet with Legs,” we step into the personal with Zappos by examining how its leaders foster an environment of authentic connections and real relationships with customers. By contrast, Chapter 7, “Connections at All Levels,” reveals how the leaders of Zappos openly and consistently provide feedback that helps staff members deliver personalized service to customers, vendors, and even non-customers. Author Scott Johnson once said, “Caring is a powerful business advantage.” So let’s get personal with Zappos and understand the advantage the company enjoys through the personal care and connections created by Zapponians.