Chase the vision, not the money, the money will end up following you.

Your brand is your culture.

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.

Good businesses generate missions to drive their profits. Great businesses generate profits to drive their missions.

Chase the vision, not the money, the money will end up following you.

Rather than focus on trying to get a lot of customers to market yourself, really focus more on the actual product or service itself and existing users to, like, what would make them happier, what would make them come back more and more times or in our case buy more often.

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.