I woke up to a little tweet from Tony, the CEO of Zappos, yesterday. The @missrogue he refers to is Tara Hunt, who specializes in community marketing. Running 197 slides and introducing terms such as homo-feelgoodomicus, this presentation is amazing and a must view for anyone looking to build a successful business, be it online or off.
According to Tara the key to a successful business is helping homo-feedgoodomicus feel good. She goes on to outline seven reasons that happens is the key to success:
1. happy customers talk to more people about their positive experience;
2. unhappy customers talk to the MOST people about their negative experience;
3. happy customers are repeat customers;
4. happy customers will pay more for an awesome experience;
5. happy customers are loyal;
6. happy customers will drive your marketing for you;
7. happy employees are more productive, creative, and loyal.
Tara then lays out the pillars of happiness (autonomy, competence, relatedness, and self-esteem) and gives specific ways that you can increase each of these incorporating great case studies along the way (including Zappos of course).
The basic takeaway is that if you are aware of the principles of happiness when designing your product or service you can become an agent of happiness. And who wouldn’t want that?
My summary does not do the presentation justice. While 197 slides may seem daunting, you can blow through them in 10 minutes. Putting them in action could last a lifetime.
