We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even into shoes - but I was passionate about customer service.

A great brand is a story that never stops unfolding.

I'd rather spend money on things that improve the customer experience than on marketing.

Zappos uses call center technology to track average call time per agent. But the goal isn't to reduce this average - it's more important that we make an emotional connection with the customer, rather than just quickly getting them off the phone.

I made a list of the happiest periods of my life & I realized that none of them involve money.

Whatever you are thinking, think bigger.

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