I rented this book from the library, but after reading it, I went ahead and ordered my own physical copy. I would say that this book summarizes how the “human” touch looked in the old days, how and when it was lost, and how it has come back again.

Top things I learned:

  • With social media, any business can connect on a 1:1 level with a customer.
  • Tony Hsieh is an example of a great leader who cared about his clients, employees, and business.

Culture building blocks:

  • Begin with yourself.
  • Commit wholeheartedly.
  • Set the tone.
  • Send a strong, direct message about your intent.
  • Example of a style: personal, honest, and accommodating.
  • Invest in employees.
  • Trust your people.
  • Be authentic.
  • Interact with clients during both good and bad times.
    • “Thank you” “You’re welcome”
    • “I’m sorry” “How can I fix the problem?” “Allow me.”
  • Utilize the “Ping-Pong” strategy.
    • Extend the conversation when you ask your clients to sign up on social media to receive a physical prize. Examples: Reebok, Denny’s.
    • Layering social media on top of traditional media to extend the story is the most practical, executable, and measurable marketing move you can make today.
  • Sticky stories are the ones that get carried forward, permeating the barrier around the middle and reaching far more people than you’ll ever find in a limited space. See the graphic on page 181.

One thing we can learn from Old Spice:

  • Establish the brand with fantastic content.
  • Extend the compelling story.

Example of a letter from the heart:

  • Tony Hsieh’s letter to employees about the Zappos acquisition by Amazon.

If you are an entrepreneur, CEO, or marketer, I highly recommend reading this book.

Cheers,

Gaby