10 Ways To Make Your Culture Your Brand by Tony Hsieh

zappos, customer service

There is a great deal of discussion on culture. Peter Drucker said, “Culture Eats Strategy For Breakfast.” In reality no matter how far reaching a leader’s vision or how brilliant the strategy, neither will be realized if not supported by an organization’s culture. Here is advice form culture king Tony Hsieh of Zappos. Bear in mind creating a culture depends on ending the omniscience protective silos, meetings without purpose, diversity stratagems without meaningfulness etc. You get my point. Point is you are going to have to hack your company. Jim

“At Zappos.com, we decided a long time ago that we didn’t want our brand to be just about shoes, or clothing, or even online retailing. We decided that we wanted to build our brand to be about the very best customer service and the
very best customer experience. We believe that customer service shouldn’t be just a department, it should be the entire company.

Advertising can only get your brand so far. If you ask most people what the “brand” of the airline industry as a whole is (not any specific airline, but the entire industry), they will usually say something about bad customer service or bad customer experience. If you ask people what their perception of the US auto industry is today, chances are the responses you get won’t be in line with what the automakers project in their advertising.

So what’s a company to do if you can’t just buy your way into building the brand you want?

What’s the best way to build a brand for the long term? In a word: culture.

At Zappos , our belief is that if you get the culture right, most of the other stuff—like great customer service, or building a great long-term brand, or passionate employees and customers—will happen naturally on its own. We believe that your company’s culture and your company’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up.

Your culture is your brand. So how do you build and maintain the culture that you want? It starts with the hiring process. At Zappos, we actually do two different sets of interviews. The hiring manager and his/ her team will do the standard set of interviews looking for relevant experience, technical ability, fit within the team, etc. But then our HR department does a separate set of interviews, looking purely for culture fit. Candidates have to pass both sets of interviews in order to be hired.

We’ve actually said no to a lot of very talented people that we know can make an immediate impact on our top or bottom line. But because we felt they weren’t culture fits, we were willing to sacrifice the short-term benefits in order to protect our culture (and therefore our brand) for the long term.

After hiring, the next step to building the culture is training. Everyone that is hired into our headquarters goes through the same training that our Customer Loyalty Team (call center) reps go through, regardless of department or title. You might be an accountant, or a lawyer, or a software developer—you go through the exact same training program. It’s a 4-week training program, in which we go over company history, the importance of customer service, the long-term vision of the company, our philosophy about company culture—and then you’re actually on the phone for 2 weeks, taking calls from customers. Again, this goes back to our belief that customer service shouldn’t just be a department, it should be the entire company.

At the end of the first week of training, we make an offer to the entire class. We offer everyone $ 2,000 to quit (in addition to paying them for the time they’ve already worked), and it’s a standing offer until the end of the fourth week of training. We want to make sure that employees are here for more than just a paycheck. We want employees that believe in our long-term vision and want to be a part of our culture. As it turns out, on average, less than 1% of people end up taking the offer.

One of the great advantages of focusing on culture is when reporters come and visit our offices. Unlike most companies, we don’t give reporters a small list of people they’re allowed to talk to. Instead , we encourage them to wander around and talk to whoever they want. It’s our way of being as transparent as possible, which is part of our culture.

We’ve formally defined the Zappos culture in terms of 10 core values:

1. Deliver WoW Through service
2. embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and open-Minded
5. Pursue Growth and Learning
6. Build open and Honest Relationships with
Communication
7. Build a Positive Team and Family spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble

Many companies have core values, but they don’t really commit to them. They usually sound more like something you’d read in a press release. Maybe you learn about them on day 1 of orientation, but after that it’s just a meaningless
plaque on the wall of the lobby.

We believe that it’s really important to come up with core values that you can commit to. And by commit, we mean that you’re willing to hire and fire based on them. If you’re willing to do that, then you’re well on your way to building a company culture that is in line with the brand you want to build. You can
let all of your employees be your brand ambassadors , not just the marketing or PR department. And they can be brand ambassadors both inside and outside the office. At the end of the day, just remember that if you get the culture right, most of the other stuff—including building a great brand—will fall into place on its own.”

Adapted from https://www.openforum.com 

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About

Jim Woods is president of The Jim Woods Group. A management consulting firm. Go here to see his work www.jimwoodsgroup.com. He advises and speaks to organizations large and small on how to increase top line growth in times of uncertainty and complexity. Some of his speaking and consulting clients include: U.S. Army, MITRE Corporation, Pitney Bowes, Whirlpool, and 3M. See more at his website www.jimwoodsgroup.com.

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2 comments on “10 Ways To Make Your Culture Your Brand by Tony Hsieh
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