Building Loyalty the Hsieh Way


Share on LinkedIn

Perhaps it has something to do with our general fondness for footwear and do-goodery, because when it comes to delivering a positive image, walks pretty tall even if the headlines are bad. recently announced that it was the victim of a data breach that affected 24 million customers. Yet it did not appear to suffer the same consumer or media scrutiny as did other companies in the same spot.

This is in part because responded quickly and pretty transparently. But I have a hunch that’s investment in goodwill among customers and the press also played a role. CEO Tony Hsieh, by way of his book Delivering Happiness, has agreeably sat down to interviews with reporters from most major papers and magazines, meaning that he has spent time building a rapport with them. Hsieh is the face of, and it is a smiling face; the two are really one.

Which gets to what really distinguishes Its efforts are – or at least appear to be – completely genuine. It does not go out and do good things as a strategy; doing good is a business principle.

So when I read a recent (positive) Bloomberg Businessweek article about how Hsieh is investing $350 million of his own money into reviving downtown Las Vegas, I was not at all surprised. I could actually feel the company’s stock rising.

And so it is that when announced that it had been hacked, many of us took it personally. is our friend; many of us have had fun conversations with its call center workers, and it invests in the community. succeeds because it builds emotional connections. And there really is no better way to delivering a good image.

Lisa Biank Fasig
Lisa leads the creation of editorials and feature stories for COLLOQUY and oversees the work of contributing editors and writers. With 18 years of reporting experience, most in business and specifically consumer behavior, she is highly skilled at researching data and teasing out the trends. A background in graphic design enables her to see ideas in three dimensions and tell the story visually.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here