"For those of you not familiar with Zappos, the company is an online retailer who defied the odds and built an Internet empire, initially as a virtual shoe store and now expanding its inventory well beyond shoes alone. Zappos has always charged top dollar for its products and has succeeded primarily because the leadership innovated an experience that consistently exceeds the expectations of customers, vendors, and people who simply encounter the brand. ... Unlike other failed online vendors from the "dot gone" bust, Zappos invested in both the delivery infrastructure and the corporate culture necessary to produce customer evangelists. To help you appreciate how Zappos might serve as a provocative benchmark for your customer experience, let me give you a few highlights from the 5 principles outlined in The Zappos Experience"