He found it in an online retailer called ShoeSite.com. On the surface, it did not seem like a particularly smart investment—after all, these were the unpromising early days of e-commerce, the bubble-burst era of failures like Pets.com. But Hsieh saw these failures as an opportunity to rewire a system. He thought about attempting a venture that would reinvent online retailing through a strong and distinctive company culture. He wanted to build an atmosphere of “fun and weirdness.” The site would deliver not just shoes but what Hsieh called “personal emotional connections,” both inside the
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Story of Zappos
