By Joseph Michelli

Zappos, the online product provider known for its playful and somewhat wacky workplace is definitely garnering the attention of business leaders and the media. Recently, for example the company's CEO, Tony Hsieh, was featured on the television program 20/20 as Barbara Walter's profiled self-made billionaires. But how does an upstart dot.com era company defy the odds and achieve such positive attention and success? In a nutshell, by creating an unorthodox service culture that connects with employees, customers, and all stakeholders. In my recently released book The Zappos Experience, I highlight 5 key principles that have catapulted Zappos to greatness:

Serve a Perfect Fit - Most businesses fail to differentiate themselves from the competition because they never take the time to understand what they uniquely value or possess. Rather than emulating the core values of other businesses leaders, Zappos leadership asked their people "what does it take to be a success here?". After securing that honest assessment, leaders used those core values (things like create fun and a little weirdness) to guide all decisions for the company including the selection of applicants who possess those qualities.

Make it Effortlessly Swift - Before a company can build an emotional relationship with its customers it has to get the basics right. In today's world that involves making it easy and quick for customer to get their needs met. This principle focuses on a concept I refer to a "service velocity." It is not just service speed (because you can have service that is so quick that it is inaccurate) but rather service speed in the direction of desired customer outcomes.

Step Into the Personal - Once your company can "get it right" and "make it right" for customers you are satisfying consumers. But satisfaction is just a coupon away from your customer trying a competitor. This business principle emphasizes the importance of leaders developing personal relationships with their staff and in turn inspiring their staff to do the same with customers.

S T R E T C H - Many great leaders and companies become irrelevant because they stop growing. They, in essence, lose their entrepreneurial restlessness. This principle examines the need to grow people, products, and service delivery strategies while maintaining a health respect for the processes that led to greatness in the first place.

Play to Win - Work and play should not be antithetical. Play without purpose is not a sustainable business approach but a workplace devoid of play is not likely to fuel innovation and collaboration. This leadership principle shows how productivity can be increased through play and through a mirthful work environment.

Looking across your business, where might you sprinkle on a little dash of The Zappos Experience?