Our belief is that if you get the culture right, most of the other stuff, like great customer service, or building a great long-term brand or empowering passionate employees and customers, will happen on its own.

If someone is self-aware, then they can always continue to grow. If they're not self-aware, I think it's harder for them to evolve or adapt beyond who they already are.

Just figure out what your personal values are then just make those the corporate values.

I think a much better use of time and resources is to really focus on your existing users or customers and figure out what changes can you make in the Web site, the service, the product, whatever, to get them to come back more often to generate that repeat business and once you kind of figure out that formula, then when you get new customers the whole thing just kind of grows exponentially.

I think everyone should get a little exposure to computer science because it really forces you to think in a slightly different way, and it's a skill that you can apply in life in general, whether you end up in computer science or not.

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.

Ask yourself: would you be comfortable printing everything your employees, customers & partners have to say about your culture?