569: Kelly Smith and Derrin Hawkins- Zappos and The Power of Wow

Every once in a while a company comes around that raises the standard of what business should be.  Whether it’s carving out a unique identity, or setting a new standard for exceptional customer service, Zappos has become a shining example of how prioritizing service can make you one of the world’s greatest companies. Zappos is a company I’ve always been incredibly intrigued by. Their employees are some of the happiest and supported. Their customers are some of the most loyal. The stories behind some of their interactions and what they’ve led to (like one of my favorites, Operation Red Shoes) are both heartwarming and motivating. This is a company that values humanity. They are a microcosm of the type of world we’d all like to live in full of respect, human connection, and love.  To give us a behind-the-scenes look on how Zappos has mastered the power wow, I’ve brought on two of the company’s THINK team, Kelly Smith and Derrin Hawkins.  Kelly leads Zappos’ THINK team: a group of creative strategists focused on experimental, story-worthy movements for the brand. Together, they have been the minds behind multi-platform brand campaigns, innovative packaging experiences, the kick-off of Operation Red Shoes, creative partnerships, and the latest project—releasing the new Zappos book, "The Power of WOW". Prior to her work at Zappos, Kelly worked in the non-profit industry for both Habitat for Humanity and Shared Hope International Derrin Hawkins joined Zappos in 2013 as a Graphic Designer. He is now an Art Director for the Zappos Think team. Prior to Zappos, Derrin worked as a Designer in New York City for L’Oréal and several architecture firms before moving back to his hometown of Las Vegas for Zappos. Learn how to define your business’ unique identity from the inside out, by downloading this episode now. THE WARRIORS OF BREAKING IT DOWN AND TRUSTING ONESELF “Deliver “wow” through service.” - Zappos Highlights - Zappos is a service company that happens to sell shoes.  Exceptional service is employees who are empowered  to have unique, human interactions with customers. Turn your  “responsibility” into “response ability.”  Policies should be made for the majority. Trusting customers is having an inherent belief in humanity. Do more with less.  Embrace and drive change. Chaos self-organizes if you let it. Guest Contact - Zappos' Website Zappos' Book: The Power of Wow Contact Jeffrey - Website Coaching support My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Watch my TEDx LincolnSquare video and please share!  Resources - Have Your Website Brand Message Reviewed! Is your website and are all your marketing materials speaking the right LINGO of your ideal customers? Often it's not which is why you're not converting traffic and leads to clients and attracting your most profitable customers. Fill out the simple LINGO Review application and I'll take a look at your website. If I have suggestions for you to improve your brand message (I almost always do), we'll set up a complimentary 30-minute call to discuss. A select number of websites are also chosen for my LINGO Review Video Series. Fill out the application today and let's get your business speaking the right LINGO! Music by Jawn Sponsor- RSM Marketing Guide- 7 Tips to Get 10X More Leads From Your Website