I view my role more as trying to set up an environment where the personalities, creativity and individuality of all the different employees come out and can shine.

Businesses often forget about the culture, and ultimately, they suffer for it because you can't deliver good service from unhappy employees.

Our customers call and e-mail us to say that's how it feels when a Zappos box arrives. And that's how we view this company.

We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even into shoes - but I was passionate about customer service.

Don't play games that you don't understand, even if you see lots of other people making money from them.