June 4, 2024 • 10 mins
¿Conocéis la marca Zappos?
Zappos fue la primera empresa en el mundo que, a principios de este siglo, vendió exitosamente zapatos por Internet. En su desarrollo empresarial tuvo un peso muy destacado el malogrado, Tony Hsieh.
Digo el malogrado porque el 27 de noviembre del 2020, a punto de cumplir los 47 años, Hsieh murió a consecuencia de las complicaciones causadas por las quemaduras y la inhalación de humo que había sufrido nueve días antes en el incendio de una casa. Parece que otras veces Hsieh había provocado incendios sólo por el placer de ver quemados los muebles. Una excentricidad, pues, que acabaría costándole la vida. Una lástima, porque se trataba de un empresario realmente visionario.
¿Qué interés puede tener para los colegios que hoy hablamos de Tony Hsieh? Mucho. Escuchad el episodio y lo veréis.
Enlaces del episodio
Zappos fue la primera empresa en el mundo que, a principios de este siglo, vendió exitosamente zapatos por Internet. En su desarrollo empresarial tuvo un peso muy destacado el malogrado, Tony Hsieh.
Digo el malogrado porque el 27 de noviembre del 2020, a punto de cumplir los 47 años, Hsieh murió a consecuencia de las complicaciones causadas por las quemaduras y la inhalación de humo que había sufrido nueve días antes en el incendio de una casa. Parece que otras veces Hsieh había provocado incendios sólo por el placer de ver quemados los muebles. Una excentricidad, pues, que acabaría costándole la vida. Una lástima, porque se trataba de un empresario realmente visionario.
¿Qué interés puede tener para los colegios que hoy hablamos de Tony Hsieh? Mucho. Escuchad el episodio y lo veréis.
Enlaces del episodio
- ¡Quiero a los mejores profesores en mi colegio!
https://brandingescolar.com/es/employerbranding-2-2/ - Entrevista a Xavier Oliver
https://brandingescolar.com/es/una-vez-teneis-muy-claro-que-quereis-hacer-y-eso-os-hace-muy-felices-lo-podeis-hacer-enorme/ - Entrevista a Oriol Iglesias
https://brandingescolar.com/es/la-marca-es-el-hilo-conductor-de-la-estrategia-la-propuesta-de-valor-y-la-capacidad-de-diferenciacion/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
You know the Zapos brand. Zaposwas the first company in the world to
successfully sell Shoes online at the beginningof this century. In his business development
he had a very prominent weight,the maligned Tony gischie gishie gechie h s
(00:28):
Ih as pronounced hisi will say Isay the malignado Hishi because on November 27th
of the two thousand and twenty,when he was about to turn forty-
seven years old, died as aresult of the complications caused by the burns
and smoke inhalation that he had sufferednine days earlier in the fire of a
(00:52):
house. It seems that Giss hadalready caused fires other times just for the
pleasure of seeing furniture burn. Aneccentricity, for it would end up costing
him his life. What a pitybecause he was a really visionary entrepreneur.
What interest it may have for schoolsthat today we talk about Toni Hissi much
(01:15):
already you will see I wanted tojoin Zappos com first, as advisor and
investor and then became his ceo hisseat with him. In a few years,
the company generated annual revenues of morethan a trillion dollars and the magazine
Fortuun placed Zapos at the top ofthe ranking of the best companies to work
(01:40):
in the world. Why, becauseHashy' s purpose had been for Zapos
to stand out for the commitment tothe happiness of his workers, as he
was convinced that this was the bestway to profitability. After all, the
best way to offer an extraordinary qualitycustomer service. That' s why Gissi
(02:07):
has been focusing more and more strategicallyon corporate culture. He had come to
the conclusion that the culture of acompany and its brand are actually two sides
of the same coin. The brandis nothing but the coating of corporate culture.
The ones he saw on his blogin an article he titled as I
(02:30):
now titled this episode, your cultureis your brand. At the beginning of
this article, Hisi says the following. With the Internet, companies are becoming
more and more transparent. Like itor not. A dissatisfied client or dissatisfied
employee can write on their blog abouta bad experience with a company and history
(02:54):
can spread like a gunpowder trail byemail or with tools like Twitter. The
good news is that the opposite isalso possible. A great experience with a
company can also be read by millionsof people almost instantly. I am proud
(03:15):
and I have to say that thesame view is the one that will lead
me to write the Secret Book ofEducational Marketing a few years ago. Teachers
are the brand of the school,and it is that brands are now human
and are recognized by the human behaviorof the people who are there. The
mark of a school, I've said repeatedly, is just the sum
(03:38):
of your people' s personal marks. But this does not work if there
is not a purpose shared by all, a purpose that manifests itself in the
day- to- day through theculture of the organization. Talk about marks.
At present, therefore, it isto refer to the values that are
shared in your school. You areclear about your brand, that is,
(04:02):
you are clear about the purpose andcommitments that you share with both management and
teachers and administration and service staff,and about those that involve students and families.
It was clearly stated by Tony Hishiin the previous article what is the
(04:24):
best way to create a long-term brand. In a single word,
good corporate culture this, in factthere are two and is that Hisi was
convinced that when the right culture iscreated, the rest of things happen alone
practically effortlessly. The good results ofyour company didn' t contradict it.
(04:47):
Logically, everything has to start assoon as the candidates are selected to join
the organization. This conviction has tocondition both the EP, i e the
value proposition, and employers, aswell as the profiles of the people who
(05:09):
are chosen from among the candidates.Being able to rule out people who would
give a very high performance immediately butwho contradict the culture they want to generate.
It will be the clear proof thatwe know where we are going about
these aspects a few months ago.In the episode I want the best teachers
(05:32):
in my school I' ll giveyou the link. In the description GIS
points out a second important aspect forthe development of the brand in culture,
the training of workers. Well,actually, we don' t need to
argue it too true. I amaware that I am speaking to experts and
information, but it is necessary thatyou check if you believe it seriously,
(05:56):
as Xavier Marcet says, only whatwe have armored given in the agenda is
important for us what you are doing, because in the formation of the prophonate
and of the passage so that youacquire immediately the specific cultural features of the
school. In some cases I knowvery well how to say it. Before
(06:17):
that, I would have to askyou if you really know what are the
genuine cultural features of your center,so that you can see the confidence Hisi
put in the business culture of zaposthat took place in the first week of
formation. They offered the candidates$2, 000 if they quit work and
went home. This ensured the fullalignment of all candidates who wanted to continue.
(06:46):
The truth is that only one percentaccepted the offer. The other ninety
- nine was still seduced by theidea of working in a company that had
its happiness as a prime business goal. We see that we have a clear
positioning and a purpose. Nothing todo with putting phrases on the walls.
(07:13):
The publicist chab Lv in the interviewhe says a few years ago, I
will also put you the link inthe description, said that he does not
believe in texts of vision, visionvalues, that he believes, instead,
in sharing a dream something that vibratesand that each one explains or expresses in
(07:35):
his own way. Having said that, I think it is also good that
you make the effort to write somecorporate texts if they are logically the reflection
of what you live, because itwill help you to explain them better.
(07:56):
It is imperative that your purpose,internal commitments, external guns, be something
very tangible. He recalled it inanother oriol interview churches have to be commitments
that can be proven in zapos summarizedtheir culture in these ten fundamental values.
(08:18):
First, deliver WOW through service,Second, adopt and drive change, Third,
create fun and some rarity, Fourth, be creative, adventurous and open
- minded, Fifth, pursue growthand learning, Sixth, build open and
(08:41):
honest relationships with communication. Seventh,build a positive team and family spirit.
Eighth to do more with less ninthto be passionate and determined and tenth to
(09:01):
be humble. When Amazon acquired zapos, what Jeff Bethos was actually buying was
not a distribution network or a specificproduct. It was a unique way to
conceive the job. In Liveren Happinesstonand Shishi' s book, she tells
(09:24):
the story of a shopkeeper who returnedseveral pairs of shoes she had recently bought
for her husband. When the personwho answered the phone asked her for the
reason she was making the return,the client explained that her husband had just
died. When the zapos customer supportteam received this information, they decided to
(09:48):
go beyond what was expected. Inaddition to processing the return of shoes without
any impediment. Send a bouquet offlowers to the widow with a note of
condolences. It doesn' t takelong to imagine the happiness that results from
working in a company capable of havingthis kind of detail with customers. True
(10:11):
what anecdote you could tell us,what your corporate culture reflects. You have
it if you count it in thecomments, I promise to publish it.
Let us end this reflection. Thepeople of your school are able to perceive
an exclusive cultural fact. If weask what difference your way of working,
(10:35):
of teaching a family, a studentat the school, they would know your
culture is your brand.
You know the Zapos brand. Zaposwas the first company in the world to
successfully sell Shoes online at the beginningof this century. In his business development
he had a very prominent weight,the maligned Tony gischie gishie gechie h s
(00:28):
Ih as pronounced hisi will say Isay the malignado Hishi because on November 27th
of the two thousand and twenty,when he was about to turn forty-
seven years old, died as aresult of the complications caused by the burns
and smoke inhalation that he had sufferednine days earlier in the fire of a
(00:52):
house. It seems that Giss hadalready caused fires other times just for the
pleasure of seeing furniture burn. Aneccentricity, for it would end up costing
him his life. What a pitybecause he was a really visionary entrepreneur.
What interest it may have for schoolsthat today we talk about Toni Hissi much
(01:15):
already you will see I wanted tojoin Zappos com first, as advisor and
investor and then became his ceo hisseat with him. In a few years,
the company generated annual revenues of morethan a trillion dollars and the magazine
Fortuun placed Zapos at the top ofthe ranking of the best companies to work
(01:40):
in the world. Why, becauseHashy' s purpose had been for Zapos
to stand out for the commitment tothe happiness of his workers, as he
was convinced that this was the bestway to profitability. After all, the
best way to offer an extraordinary qualitycustomer service. That' s why Gissi
(02:07):
has been focusing more and more strategicallyon corporate culture. He had come to
the conclusion that the culture of acompany and its brand are actually two sides
of the same coin. The brandis nothing but the coating of corporate culture.
The ones he saw on his blogin an article he titled as I
(02:30):
now titled this episode, your cultureis your brand. At the beginning of
this article, Hisi says the following. With the Internet, companies are becoming
more and more transparent. Like itor not. A dissatisfied client or dissatisfied
employee can write on their blog abouta bad experience with a company and history
(02:54):
can spread like a gunpowder trail byemail or with tools like Twitter. The
good news is that the opposite isalso possible. A great experience with a
company can also be read by millionsof people almost instantly. I am proud
(03:15):
and I have to say that thesame view is the one that will lead
me to write the Secret Book ofEducational Marketing a few years ago. Teachers
are the brand of the school,and it is that brands are now human
and are recognized by the human behaviorof the people who are there. The
mark of a school, I've said repeatedly, is just the sum
(03:38):
of your people' s personal marks. But this does not work if there
is not a purpose shared by all, a purpose that manifests itself in the
day- to- day through theculture of the organization. Talk about marks.
At present, therefore, it isto refer to the values that are
shared in your school. You areclear about your brand, that is,
(04:02):
you are clear about the purpose andcommitments that you share with both management and
teachers and administration and service staff,and about those that involve students and families.
It was clearly stated by Tony Hishiin the previous article what is the
(04:24):
best way to create a long-term brand. In a single word,
good corporate culture this, in factthere are two and is that Hisi was
convinced that when the right culture iscreated, the rest of things happen alone
practically effortlessly. The good results ofyour company didn' t contradict it.
(04:47):
Logically, everything has to start assoon as the candidates are selected to join
the organization. This conviction has tocondition both the EP, i e the
value proposition, and employers, aswell as the profiles of the people who
(05:09):
are chosen from among the candidates.Being able to rule out people who would
give a very high performance immediately butwho contradict the culture they want to generate.
It will be the clear proof thatwe know where we are going about
these aspects a few months ago.In the episode I want the best teachers
(05:32):
in my school I' ll giveyou the link. In the description GIS
points out a second important aspect forthe development of the brand in culture,
the training of workers. Well,actually, we don' t need to
argue it too true. I amaware that I am speaking to experts and
information, but it is necessary thatyou check if you believe it seriously,
(05:56):
as Xavier Marcet says, only whatwe have armored given in the agenda is
important for us what you are doing, because in the formation of the prophonate
and of the passage so that youacquire immediately the specific cultural features of the
school. In some cases I knowvery well how to say it. Before
(06:17):
that, I would have to askyou if you really know what are the
genuine cultural features of your center,so that you can see the confidence Hisi
put in the business culture of zaposthat took place in the first week of
formation. They offered the candidates$2, 000 if they quit work and
went home. This ensured the fullalignment of all candidates who wanted to continue.
(06:46):
The truth is that only one percentaccepted the offer. The other ninety
- nine was still seduced by theidea of working in a company that had
its happiness as a prime business goal. We see that we have a clear
positioning and a purpose. Nothing todo with putting phrases on the walls.
(07:13):
The publicist chab Lv in the interviewhe says a few years ago, I
will also put you the link inthe description, said that he does not
believe in texts of vision, visionvalues, that he believes, instead,
in sharing a dream something that vibratesand that each one explains or expresses in
(07:35):
his own way. Having said that, I think it is also good that
you make the effort to write somecorporate texts if they are logically the reflection
of what you live, because itwill help you to explain them better.
(07:56):
It is imperative that your purpose,internal commitments, external guns, be something
very tangible. He recalled it inanother oriol interview churches have to be commitments
that can be proven in zapos summarizedtheir culture in these ten fundamental values.
(08:18):
First, deliver WOW through service,Second, adopt and drive change, Third,
create fun and some rarity, Fourth, be creative, adventurous and open
- minded, Fifth, pursue growthand learning, Sixth, build open and
(08:41):
honest relationships with communication. Seventh,build a positive team and family spirit.
Eighth to do more with less ninthto be passionate and determined and tenth to
(09:01):
be humble. When Amazon acquired zapos, what Jeff Bethos was actually buying was
not a distribution network or a specificproduct. It was a unique way to
conceive the job. In Liveren Happinesstonand Shishi' s book, she tells
(09:24):
the story of a shopkeeper who returnedseveral pairs of shoes she had recently bought
for her husband. When the personwho answered the phone asked her for the
reason she was making the return,the client explained that her husband had just
died. When the zapos customer supportteam received this information, they decided to
(09:48):
go beyond what was expected. Inaddition to processing the return of shoes without
any impediment. Send a bouquet offlowers to the widow with a note of
condolences. It doesn' t takelong to imagine the happiness that results from
working in a company capable of havingthis kind of detail with customers. True
(10:11):
what anecdote you could tell us,what your corporate culture reflects. You have
it if you count it in thecomments, I promise to publish it.
Let us end this reflection. Thepeople of your school are able to perceive
an exclusive cultural fact. If weask what difference your way of working,
(10:35):
of teaching a family, a studentat the school, they would know your
culture is your brand.
Popular Podcasts
CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.