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第63屆 SHRM年會大師系列分享
2011
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甯耀南Joe Ning
年會大師系列分享
2011-07-30
甯耀南Joe Ning
Tony Hsieh
CEO of Zappos.com, Inc.CEO of Zappos.com, Inc.
Delivering Happiness
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A Book, New York Times #1 Best Seller
about his entrepreneurial endeavors
CEO of Zappos.com, Inc.CEO of Zappos.com, Inc.
Delivering Happiness
A Book, New York Times #1 Best Seller
endeavors
目錄
• Part I認識 Las Vegas
• Part 2Yes, You know next, but do you know the space
and scope of HRM?
• Part 3
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• Part 3Keynote speaker Tony Hsieh, CEO of
Zappos.com, Inc. “Delivering Happiness”
Yes, You know next, but do you know the space
Keynote speaker Tony Hsieh, CEO of
Zappos.com, Inc. “Delivering Happiness”
認識 Las Vegas
PART 1
認識 Las Vegas
◎ 1854 – 摩門教徒建立：「
◎ 1905 – 開埠有泉水、綠洲
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◎ 1931 – 大蕭條時期，內華達州議會通過賭博合法化
Las VegasLas Vegas
：「肥沃的山谷」
綠洲、驛站、兵站、鐵路中轉站
內華達州議會通過賭博合法化
1. 為何如此多義大利的名字
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為何如此多義大利的名字？
2. 舊城� 紐約黑手黨
Mafia的堂主Bugsy Siegel (原名 Benjamin
動賭博→轉投Las Vegas Flamingo Hotel
拉霸酒吧，由於不賺錢， Mafia內部的多數意見打算終結投資拉霸酒吧，由於不賺錢， Mafia內部的多數意見打算終結投資
� Las Vegas舊城的起源Bug在路上與女友吵架到沙漠中小便看見未來的Vision，1946/6/20成立內華達專案公司1946決定擴大投資，建立世界第一賭城
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� 治安問題黑手黨放話將對任何強盜、小偷
Benjamin Siegelbaum)投資LA的運Flamingo Hotel有簡單的加油站、餐廳、
內部的多數意見打算終結投資。內部的多數意見打算終結投資。
在路上與女友吵架到沙漠中小便看見未來成立內華達專案公司建立世界第一賭城。
小偷、騙子行刑
3. 新城• 1960年代末，Howard Hughes
之一的Las Vegas，首創賭場公開上市
• 新城在〝the Strip〞大道上Mirage、Treasure Island領導各起投資10間飯店，產生群聚效應形成今日的賭城格局
• Steve Wynn甚至在興建Bellagio
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• Steve Wynn甚至在興建Bellagio
劇團，他先蓋好表演舞台再蓋飯店
Howard Hughes 收購 Dessert Inn.及三分首創賭場公開上市。
上，Steven Wynn用垃圾債券領導各大財團（包括MGM）一
產生群聚效應形成今日的賭城格局
Bellagio前先飛加拿大說服太陽Bellagio前先飛加拿大說服太陽他先蓋好表演舞台再蓋飯店
4. Las Vegas 新趨勢–走向全球及
• 1990 唐人街在Las Vegas落埠
• 2000 開始規劃進軍台灣、• 2000 開始規劃進軍台灣、
• 2004 Zappos.com由San Francisco
e世代企業新典範
• 2004 澳門威尼斯人完工
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• 2011 新加坡Marina Bay Sands
影城及博奕園區完成
走向全球及e世代
落埠
、澳門、新加坡、澳門、新加坡
San Francisco遷入Las Vegas成為
Marina Bay Sands娛樂園區及聖淘沙環球
影城及博奕園區完成
參加 4屆SHRM年會、2屆新加坡N屆台灣HR年會的整體感想
PART 2
HRM 的空間、範疇有多大
N屆台灣HR年會的整體感想
Yes, “You know next”, but,
do you know the space &
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do you know the space &
scope of HRM?
屆新加坡HR年會、年會的整體感想
範疇有多大？
年會的整體感想
know next”, but,
do you know the space & do you know the space &
scope of HRM?
1. HRM的空間及範疇有多大• 1.1
企業的HRM
• 1.2• 1.2
家庭的HRM /個人的HRM
• 1.3
城市的HRM/國家的HRM
• 1.4
全球的 區域的
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全球的HRM/區域的HRM
• 1.5
社群的HRM/HR人員的HRM
範疇有多大？
HRM
2. 以企業為主的HRM：回顧Annual Conference 的 6 Tracks
• Employment Law & Legislation
• Talent Management
• Strategic Management
• International HR
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• Personal & Leadership Development
• Total Rewards
：Tracks
Employment Law & Legislation
Personal & Leadership Development
3. 家庭/個人的HRM
• 3.1
今年SHRM與FWI（Families and Work Institute
盟，將家庭價值與工作的價值結合盟，將家庭價值與工作的價值結合most important issue facing 21 Century workplace.
• 3.2
Position SHRM as a national thought leader on the issue of
workplace flexibility.推動軍眷工作移動彈性
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workplace flexibility.推動軍眷工作移動彈性輔導、訓練等工作得到歐巴馬表揚
Families and Work Institute）協會聯的價值結合：「What may be the 的價值結合：「What may be the
most important issue facing 21 Century workplace.」
Position SHRM as a national thought leader on the issue of
推動軍眷工作移動彈性，榮民就業推動軍眷工作移動彈性，榮民就業訓練等工作得到歐巴馬表揚。
3. 家庭/個人的HRM
• 3.3
2006不丹旅遊局長Jigme Thinley
WFPMA年會提出工作與個人快樂關聯性議題不丹駐聯合國大使WFPMA年會提出工作與個人快樂關聯性議題不丹駐聯合國大使Lahatu Wangchuk
決議將幸福納入國家發展指標幸福國為大會主題。大陸推出幸福城市指標
• 3.4
SHRM今年主題演講人Tony
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SHRM今年主題演講人Tony
Happiness」已成功地將幸福轉移為工及顧客服務管理模式。
Thinley Nyongpo在新加坡的年會提出工作與個人快樂關聯性議題。2011年
已成功促成聯合國年會提出工作與個人快樂關聯性議題。2011年
Wangchuk已成功促成聯合國決議將幸福納入國家發展指標。台灣今年書展以不丹
大陸推出幸福城市指標。
Tony謝的主題：「Delivering Tony謝的主題：「Delivering
已成功地將幸福轉移為HR人員可操作的員
4. 城市的HRM/國家的HRM
• 4.12006新加坡黃昭虎教授提出城市競爭問題
• 4.2• 4.22011年新加坡的MOM部長Low Peck
人才政策
• 4.32011年新加坡順利完成「濱海灣金沙娛樂城球影城博弈園區」，年營業額
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球影城博弈園區」，年營業額，確保未來至少領先10年的亞洲會議首都地位
HRM
新加坡黃昭虎教授提出城市競爭問題
Low Peck Kem提出了新加坡的國家
濱海灣金沙娛樂城」及「聖淘沙環年營業額64億美金，成為亞洲的Las Vegas年營業額64億美金，成為亞洲的Las Vegas
年的亞洲會議、展覽、文創、表演產業
5. 全球的HRM/區域的HRM
• 5.1SHRM每年辦理HRCI的GPHR、PHR
• 5.22010年SHRM會員國143國，海外團員增加2010年SHRM會員國143國，海外團員增加2,400名目前在北京及新德里設立辦公室WFPMA的秘書長工作。
• 5.3今年的新加坡峰會，ETS講員J. Kochanski理議題
• 5.4
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• 5.4每年在SHRM的Global Networking Lounge桌會議討論全球議題，例如Global DiversityCompensation & Benefits；Global HR Standards全球化企業之語言管理等議題
HRM
PHR、SPHR等證照說明會
海外團員增加7,300名，印度增加海外團員增加7,300名，印度增加名目前在北京及新德里設立辦公室，SHRM主席擔任
J. Kochanski提出跨國公司的語言管
Global Networking Lounge舉行兩天至少15場的圓Global Diversity；International
Global HR Standards；Global Mobility；
• 5.42011年春，ISO已提名由ANSI（Institute）發展Global HR 標準，SHRM，共同領導並完成新的GPHR
5. 全球的HRM/區域的HRM
SHRM，共同領導並完成新的GPHR
• 5.5關心地球環保、資源耗竭的Greening HR Issues
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（American National Standard
，ANSI將在未來一年半間與GPHR標準
HRM
GPHR標準
Greening HR Issues
6. 社群的HRM/HR人員的• 6.1參加SHRM, ASTD年會對HR人員開設SPHR, GPHR等認證考試國家HR
• 6.2HR與CEO,CFO的相處之道，2009
涉及CHRO的地位問題，Jack甚至為了口
• 6.3
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• 6.32011年SHRM前主席Susan Meisinger
CEO Will Never Tell You, But HR Need to Know
的HRM
人員開設認證課程、HRCI的PHR,
HR政策遊說。
2009年Jack Welch的主題演講內容甚至為了HR人員地位過低而爆粗
Susan Meisinger 的講題：「10 Things Your
CEO Will Never Tell You, But HR Need to Know」
6. 社群的HRM/HR人員的• 6.4 台灣的 CHRMA, CSTD,自強基金會等人資社團每年辦理課程，派員參加ASTD, SHRM, 回國分享
• 6.5人資小周末線上人資社群出現
• 6.62011年9/16、17 CHRMA及自強基金會合辦APFHRMC2011年會」
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• 6.72011年11/20-23 CSTD辦理「2011 38
的HRM
自強基金會等人資社團每年辦理HR認證回國分享
人資小周末線上人資社群出現
及自強基金會合辦「SGHC2011 &
2011 38th ARTDO 國際年會」
7. 2011的重大事件：這個世界是怎麼了
• 7.1
日本東北的複合災難• 7.2• 7.2
發生在北菲、中東的茉莉花革命• 7.3
希臘國債問題• 7.4
挪威的Anders Breivik瘋狂屠殺事件
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挪威的Anders Breivik瘋狂屠殺事件• 7.5
中國的溫州高鐵追撞事件
這個世界是怎麼了？與HR有何關係？
中東的茉莉花革命
瘋狂屠殺事件瘋狂屠殺事件
8. HR專業人員能抱怨嗎• 8.1
不能抱怨，或是抱怨一下就好先天下之憂而憂，後天下之怨而怨先天下之憂而憂，後天下之怨而怨
• 8.2
所有事件的共同點：都與HRM
HRM的Space & Scope中
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專業人員能抱怨嗎？
或是抱怨一下就好，或是應效法范仲淹「後天下之怨而怨」，Why？後天下之怨而怨」，Why？
HRM有關，解決方案都在
9. 「橘子革命」Chester Elton
• How one great team
can transform an
entire organizationentire organization– To Error is Human, To Fix is
HRM
– HR人員有責任與能力提出Innovative Solutions
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Chester Elton的名言啟示p.s.p.s.p.s.p.s.商周譯商周譯商周譯商周譯《《《《橘色革命橘色革命橘色革命橘色革命》》》》
PART 3
Delivering Happiness
Tony Hsieh
A PATH TO PROFITS, PASSION, AND PURPOSEWWW.DELIVERINGHAPPINESS.COM
Delivering Happiness
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SHRM
June 28, 2011
Delivering Happiness
Tony Hsieh
PATH TO PROFITS, PASSION, AND PURPOSEWWW.DELIVERINGHAPPINESS.COM
Delivering Happiness
June 28, 2011
Zappos.com的CEO, Tony
� 重新定義了，，1.
2.
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CEO, Tony Hsieh的實踐及著作
重新定義了產品行銷與HR的關係，企業不只是賣產品，而是賣：，企業不只是賣產品，而是賣：1. Customer Experiences &
Customer Service
2. Delivering Happiness to
Employees & Customers
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HAPPY WRAPhttp://www.youtube.com/watch?v=NtiIXo9Id
HAPPY WRAPhttp://www.youtube.com/watch?v=NtiIXo9Id-s
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A Little About Tony
• 1994-1995:Pizza business in college
• 1996-1998:LinkExchange (online advertising)• 1996-1998:LinkExchange (online advertising)
Sold to Microsoft for $265
• 1999: Venture Frogs (investment Zappos.com, Inc.
• 1999-Today: Zappos.com, Inc.
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• Nov 2009:closing
• June 2010: “
www.deliveringhappiness
Pizza business in college
(online advertising)(online advertising)
$265 million
Frogs (investment fund) - Invested in
Zappos.com, Inc.
, shares valued at $1.2 billion at
” book published
deliveringhappiness.com
The Power of WOWG
ross
Sal
es $
MM
$1,000
800
Gro
ss S
ales
$M
M
600
400
200
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‘01
‘02
‘03
‘4
‘00
200
WOW
‘06
‘04
‘05
‘07
‘08
Customer Experience
– What do customers expect?
– What do customers actually experience?– What do customers actually experience?
– What emotions do customers feel?
– What stories do they tell their friends?
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– How can culture create more stories and memories?
創造傳奇)
Customer Experience (賣顧客體驗)
What do customers expect? (預期)
What do customers actually experience? (體驗)What do customers actually experience? (體驗)
What emotions do customers feel? (粉絲)
What stories do they tell their friends? (口碑)
How can culture create more stories and memories? (文化
the #1
CULTURE(如何用文化創造傳奇
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#1 priority
CULTURE如何用文化創造傳奇)
Hiring for culture (招募)
5 weeks of training (培訓)
Culture book (文化秘笈)
$2000 offer (利誘)
Hiring for culture (招募)
Culture book (文化秘笈)
Twitter helps build culture(社群媒介科技)
Clothing, Customer Service,
Culture
Customer Service
Culture
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Clothing
ustomer Service, Culture
ulture
ustomer Service
ulture
lothing
Clothing
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Customer Service
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Culture
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Delivering (customers and employees)(customers and employees)
““““People will forget what you said, people will forget
what you did, but people will never forget how you
made them feel
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Delivering Happiness(customers and employees)(customers and employees)
People will forget what you said, people will forget
what you did, but people will never forget how you
feel.”””” -Maya Angelou
Building Great
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Building Great
CULTURECULTURE““““Committable Core Values
Don’t make your core values
just a meaningless plaque on the wall…
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just a meaningless plaque on the wall…
CULTURECULTURECommittable Core Values””””
t make your core values
just a meaningless plaque on the wall…just a meaningless plaque on the wall…
Example: Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open4. Be Adventurous, Creative, and Open
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
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8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
Deliver WOW Through Service
Embrace and Drive Change
Create Fun and a Little Weirdness
Be Adventurous, Creative, and Open-MindedBe Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
Build Open and Honest Relationships With
Build a Positive Team and Family Spirit
Be Passionate and Determined
ALIGNMENT
It doesn‘t matter what your core values are…
as long as you
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as long as you
commit
ALIGNMENT
matter what your core values are…
as long as you as long as you
commit to them.
VISION
“Whatever you’
bigger
Does the vision have meaning?
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Does the vision have meaning?
Chase the vision, not the money…
VISION
’re thinking, think
bigger.”
Does the vision have meaning?Does the vision have meaning?
Chase the vision, not the money…
Vision for ENTREPRENEURS:
““““What would you be ““““What would you be passionate about doing for 10 years even if you never made a dime?
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never made a dime?
Vision for ENTREPRENEURS:
What would you be What would you be about doing
for 10 years even if you never made a dime?never made a dime?””””
Vision for EMPLOYEES:
What’’’’s the larger What’’’’s the larger and greater
their work beyond money or profits?
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money or profits?
Vision for EMPLOYEES:
s the larger vision s the larger vision and greater purpose in
their work beyond money or profits?money or profits?
Vision & CultureVision & Culture
inspire
Passion & Purpose
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Passion & Purpose
Vision & CultureVision & Culture
inspire
Passion & PurposePassion & Purpose
Example of evolving vision and brand
– 1999 Selection
– 2003 Customer Service– 2003 Customer Service
– 2005 Culture and core values as our platform
– 2007 Personal Emotional Connection
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– 2009 Delivering Happiness
Example of evolving vision and brand
Culture and core values as our platform
Personal Emotional Connection
Delivering Happiness
Questions– Where does the story begin?
– Where does the story end?– Where does the story end?
– How do you reinforce the good memories?
– What were the emotions, positive and
negative?
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– How can you create more stories and
memories?
Where does the story begin?
Where does the story end?Where does the story end?
How do you reinforce the good memories?
What were the emotions, positive and
How can you create more stories and
What’’’’s your business?
– You’re not in the _______ business.
– Cirque du Soleil is not in the circus business.
– You’re in the experience and emotions
business.
– You’re in the stories and memories business.
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– You’re in the stories and memories business.
– Think bigger.
s your business?
re not in the _______ business.
Cirque du Soleil is not in the circus business.
re in the experience and emotions
re in the stories and memories business.re in the stories and memories business.
TAKE A STEP BACK…
WHAT IS YOUR
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TAKE A STEP BACK…
WHAT IS YOUR GOALGOAL IN LIFE?
WHAT IS YOUR GOAL IN LIFE?
Grow
Company
Get a Great
JobCompany Job
Retire Early Make Money
Spend Time w/
FamilyBuy A Home
why? why?
why? why?
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FamilyBuy A Home
HAPPINESS
why? why?
WHAT IS YOUR GOAL IN LIFE?
Boyfriend /
GirlfriendBe Healthy
GirlfriendBe Healthy
Find Soul
MateRun Faster
Get MarriedRun A
Marathon
why? why?
why? why?
Get MarriedMarathon
HAPPINESS
why? why?
RESEARCH HAS SHOWN
HAPPINESSPeople are very bad at
predicting what will bring them sustained happiness.
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“When I get ___, I will be happy.
“When I achieve ___, I will be happy.
RESEARCH HAS SHOWN
HAPPINESSPeople are very bad at
predicting what will bring them sustained happiness.
When I get ___, I will be happy.”
When I achieve ___, I will be happy.”
HAPPINESS• There is a SCIENCE behind many aspects of business including:
– conversion– conversion
– psychology of buying
– direct marketing
– customer acquisition metrics
– repeat customer behavior, etc.
• What if you spent just a little bit of your time studying and
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• What if you spent just a little bit of your time studying and
learning the SCIENCE of HAPPINESS
• How much HAPPIER could you be?
HAPPINESSbehind many aspects of business including:
customer acquisition metrics
repeat customer behavior, etc.
What if you spent just a little bit of your time studying and What if you spent just a little bit of your time studying and
HAPPINESS?
could you be?
A FEW DIFFERENT FRAMEWORKS ON
HAPPINESS
Perceived ControlPerceived Control
Perceived Progress
Connectedness
Vision / Meaning
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Vision / Meaning(Being part of something bigger than yourself)
A FEW DIFFERENT FRAMEWORKS ON
HAPPINESS
Perceived ControlPerceived Control
Perceived Progress
Connectedness
Vision / MeaningVision / Meaning(Being part of something bigger than yourself)
Maslow’’’’s
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s Hierarchy
3 TYPES OF HAPPINESS
Rock Star(Pleasure – chasing the next high)
Flow(Engagement – time flies)
Meaning / Higher Purpose(Being part of something bigger than yourself)
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(Being part of something bigger than yourself)
3 TYPES OF HAPPINESS
chasing the next high)time
time flies)
Meaning / Higher Purpose(Being part of something bigger than yourself)
time
time
(Being part of something bigger than yourself)
time
RECOMMENDED BOOKS
PEAKChip Conley
TRIBAL LEADERSHIPTRIBAL LEADERSHIPDave Logan, John King &
FOUR HOUR WORK WEEKTim Ferriss
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Tim Ferriss
HAPPINESS HYPOTHESISJonathan
RECOMMENDED BOOKS
PEAKChip Conley
TRIBAL LEADERSHIPTRIBAL LEADERSHIPDave Logan, John King & Halee Fischer-Wright
FOUR HOUR WORK WEEKFerrissFerriss
HAPPINESS HYPOTHESISJonathan Haidt
Contact info and tours!
– Email tony@deliveringhappiness
• This presentation• This presentation
• Free culture book
(need physical mailing address)
– Go to http://tours.zappos.com
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– Go to http://tours.zappos.com
• Tour of Zappos offices when you
(takes about an hour)
Contact info and tours!
deliveringhappiness.com for:
(need physical mailing address)
http://tours.zappos.com for:http://tours.zappos.com for:
offices when you’re next in Las Vegas
What % of your time do you want to spend learning about the to spend learning about the
SCIENCE of HAPPINESS
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How can the SCIENCE of HAPPINESS business, your brand, and yourself?
What % of your time do you want to spend learning about the to spend learning about the
SCIENCE of HAPPINESS?
SCIENCE of HAPPINESS help your business, your brand, and yourself?
If the research shows that
vision / meaning / higher purposevision / meaning / higher purpose
leads to HAPPINESS
What is your company
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What is your higher
If the research shows that
vision / meaning / higher purposevision / meaning / higher purpose
HAPPINESS…
What is your company’’’’s higher purpose?
What is your higher purpose?
Delivering HAPPINESSDelivering HAPPINESS
Learn more and join the movement!
www.deliveringhappiness.com
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Delivering HAPPINESSDelivering HAPPINESS
Learn more and join the movement!
happiness.com
[email protected]@deliveringhappiness.com
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Q & AQ & A Thank You!Thank You!
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