Unleashing the Power of Culture by Donavon Robertson, Zappos
23
1
description
Slides from Donavon Robertson, cultural evangelist from Zappos, at the 2011 PRSA Western District Conference in Las Vegas.
Transcript of Unleashing the Power of Culture by Donavon Robertson, Zappos
1
contact info
Zappos Insights• www.zapposinsights.com• [email protected]• @zapposinsights
Donavon Roberson• www.donavonroberson.com• [email protected]• @zappos_drob
2
Zappos InsightsBUILD CULTURE | WOW CUSTOMERS
take service to your customer
“unleashing the power of culture”
3
bringing Zappos to you
http://zapposinsights.com/main/wp-content/uploads/ItourCribs.wmv
4
STRENGTH:
5
What is your core business?
we can learn a lot from a hedgehog
6
What can you
be best in th
e
world at?
What are you deeply passionate about?
What drives your
economic engine?
Hedgehog Concept
“here’s your sweet spot”
EMPATHY:
7
become a student of your customer’s needs
RELATIONSHIP:
8
join the conversation
social space
surveys
“sit –
downs”
PersonalEmotionalConnection
PermissionEngageCommunity
VISION:
9
why do we exist?
PaymentMotivateEntitled
PurposeInspireEngaged
what is your legacy?
Drive Summary• MONEY isn’t where it’s at!
• Give me a HIGHER purpose
• Inspiration eats Motivation for breakfast
10
Evolution of Zappos Brand / Vision
– 1999 Selection
“The World’s Largest Shoe Store”
– 2003Service & SelectionStopped drop shipping forgoing 25% of sales
at the time
– 2005Culture & Core Values as a platform“Zappos is a service company that happens to
sell shoes...”
– 2007Personal Emotional Connection“Powered by Service”
– 2009Delivering Happiness11
IMPACT:
12
what does success look like?
Creating story through experiences that transcend time and space.
13
SimpleUnexpectedConcreteCredibleEmotionalStories
COMMITMENT:
“Businesses that concentrate on finding and keeping good customers, productive employees, and supportive investors continue to generate superior results…[Loyalty] remains one of the great engines of business success.”
Frederick F. Reichheld
14
investment over expense
ENTREPRENEURSHIP:
“Good is the enemy of Great!”
15
creating freedom and responsibility
STRENGTHEMPATHYRELATIONSHIPVISIONIMPACTCOMMITMENTENTREPREURSHIP
16
SERVICE
17
COMMITMENT ENTREPRENEURSHIP
RELATIONSHIP IMPACT
PICTURE SERVICE
EMPATHY
“Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture can be healthy or toxic, nurturing or murderous. Culture is made of stories…”
Thom Hartman
18
Peak Summary
• Go beyond expectations
• HE make HC make HI
• Actualize your employees…actualize the world19
20
experience
esthetics
escape entertainment
educate
make the most of your stage?
21
http://www.youtube.com/watch?v=m-ygmPXXxZU
what a loyal customer looks like
22
contact infoZappos Insights• www.zapposinsights.com• [email protected]• @zapposinsights
Donavon Roberson• www.donavonroberson.com• [email protected]• @zappos_drob
23
