Facinating story of the journey to a purpose. A very strong pamflet on being yourself, and finding a team of people who share your values and beliefs. Reads like a novel. A nice novel. Leaves you with a positive feeling: this really happened! In this unpersonal, individual, political world, this kind of good things happen. Riding the wave of customer satisfaction, individual dedication, passion. Things most of us strive for. Critic might be, that the people not fitting in the culture, are just neglected. Whereas I tend to believe quite some existing companies have to cope with quite a lot of this kind of people which would never have been selected at Zappos in the first place. Another thing is for instance the Purpose-like upgrade to VIP by Zappos: perhaps well perceived in the US, but for instance in Holland, customers would feel a bit betrayed: seems like if you had not called, you would not have received this VIP treatment. Meaning you were treated worse before, which does not seem fair. Perhaps to do with exceeding customer expectations, which is by definition a bit cheating (since you deliberately set the expectations too low). Some people do not like this at all: exactly meeting expectations is the real Wow. Yes, a very Amercain Dreamlike story, but why not? I reckon if Tony was born in another country, it only would have taken him longer. And Fred, and all the others.