This IS a business book.
The first half of the book is a great story on who Tony is and how Zappos came to be. His genius is awe-inspiring and to be greatly admired. At such a young age, he offers many life-living nuggets which makes it not only a business book, but a life skills book as well.
But, most importantly, this book is about branding. Yes. It is about delivering happiness – through your company brand AND through living your life.
The book has a number of levels and many revelations. The author speaks of building a Tribe. He realized that he felt the happiest when he was in his “Tribe” where he gets a sense of love and belonging. Once he realized that Tribes are key, his intent became to build a Tribe with Zappos. Building a tribe (or a culture) is building a brand. Brand advocates are those who work there and those who buy there. They all become one “Zappos people” with the unified goal of delivering happiness to everyone. They all become brand ambassadors within the organization and in the outside world.
Branding is no longer a marketing or a PR function, but a natural organic process which grows from the culture. Amazing! Inside and outside of the business: Live it. Be it. Think it. A unified goal. The author has become a master at how and why we humans do what we do, which is key to building a brand that humans embrace.
Zappos is one of those companys that we should model for brand building behavior.
The author says, “It is really important to have core values that can be committed to. And if you’re willing to hire and fire based on them, you’re well on your way to building a company culture that is in line with the brand you want to build.”
For me, this brings a surprisingly refreshing approach to branding. Enjoy! And let me know what you think!