For individuals, character is destiny. For organizations, culture is destiny.

I believe that there's something interesting about anyone and everyone - you just have to figure out what that something is.

We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.

Your culture is your brand.

Help shape the stories that people are telling about you.

I think the most important thing is just if you hire people whose personal values match the corporate core values - and not just the stated ones.

Hopefully 10 years from now people won't even realize we started out selling shoes. They will just think about Zappos as a place to get the best customer service.