There is clearly a divide between
businesses who understand the
"shifts" happening and those that
don't. Whether a Fortune 500 or
a small business owner the
not forget that the fundamental goal of any corporation is to change the world and not just to satisfy the interests of particular stakeholders.\u201d Indeed, this was the overarching theme of an economic summit that was all about social: social innovation, social media, social networks, social web, and social capitalism.
Companies that open themselves up to promoting and fully leveraging the social
dimension of human beings in order to create smarter and more effective
solutions for social problems will be the winners of this new social economy."
customer at a bar in midtown Manhattan was perfectly natural. Most execs with
1,600 employees and doing over $1 billion in annual sales would probably pass
on having drinks with an individual customer, but Hsieh is not your typical CEO.
In the past week alone he had given away shoes on Twitter, sent out an open
invitation to a company barbecue and solved a service problem a customer left in
a blog comment. If this seems exhausting, Hsieh sees it as part of a larger
strategy to build Zappos into a brand on par with Virgin.
"We think our brand is going to be different because we want people to feel
there's a real person they're connecting with, whether it's when they call us or
through Twitter or any way they come in contact with us," he said.
"All we do is try to respond to what users are asking for," he said. "That's how we
set our priorities. Users aren't asking us to run ads, so it doesn't come onto our
At the heart of these decisions is a simple fact of life with the Internet: Everyone
is connected, and hiding behind glossy images won't work when a Google search
can turn up the good, bad and ugly of your company. In the analog world, it was
different. Haque believes brands thrived on how difficult it was for people to get
information. Logos, spokespersons and slogans combined to give consumers a
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