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.

Service Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth. Our philosophy has been to take most of the money we would have spent on paid advertising and invest it into customer service and the customer experience instead, letting our customers do the marketing for us through word of mouth.

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

The ultimate definition of success is: you could lose everything that you have and truly be okay with it. Your happiness isn't based on external factors.

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.

Learn by doing. Theory is nice, but nothing replaces actual experience.

Customer service shouldn't just be A department, it should be the entire company.