Your culture is your brand.

Our customers call and e-mail us to say that's how it feels when a Zappos box arrives. And that's how we view this company.

If you're worried about putting food on the table or putting a roof over your head, that stress is definitely will contribute to unhappiness, but once you have your basic needs met then incremental money.

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.

Have fun. The game is a lot more enjoyable when you're trying to do more than just make money.

If you're focused on the friendship as its own reward, serendipitous stuff just happens. I know that sounds weird, but I can tell you for our 12 years of existence, it's actually how a lot of stuff happens.

Help shape the stories that people are telling about you.