Tony Hsieh, CEO of Zappos, discusses how he co-founded LinkExchange and Venture Frogs before investing in and eventually leading Zappos. He outlines Zappos' focus on customer service through fast shipping, returns, and customer support. Hsieh claims focusing on repeat customers and transparency have led to Zappos' success by increasing average order size and sales over time. He stresses the importance of vision, repeat customers, transparency, and culture in building a brand.

1. Building a Brand that Matters Tony Hsieh CEO Community 2.0 Conference May 13, 2008 http://www.zappos.com

5. Power of Repeat Customers & Word of Mouth

6. Customer Service in Action

11. 4 Things You Need to Build a Brand that Matters

12. THING #1 VISION “ Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money…

13. THING #2 REPEAT CUSTOMERS “ Great product, Great service, or Low Prices” (Choose and focus on 2 of the 3)

14. Repeat Customer Data for Zappos.com % customers who buy again within next 12 months (repeat customers) avg # purchases by repeat customers over next 12 months % repeat customers multipled by avg # purchases March 2001 20.4% 1.50 0.31 March 2002 27.0% 1.74 0.47 March 2003 33.5% 1.96 0.66 March 2004 44.6% 2.36 1.05 March 2005 51.0% 2.53 1.29 March 2006 51.3% 2.66 1.37

15. THING #3 TRANSPARENCY “ Be real, and you have nothing to fear.”

16. THING #4 CULTURE “ Committable Core Values”