What Is The Personality of Your Product? Why Zappos Pays New Employees to Quit–And You Should Too

What Is The Personality of Your Product? Why Zappos Pays New Employees to Quit–And You Should Too

When building social products, one of the key factors for success is ensuring that your customers describe your app as fun. Fun is a basic feeling that you must achieve in order for your product to resonate with your target audience. More important than any physical location or feature, the personality of your product depends on the leader of your product team. It is essential to define the personality of your product from the very beginning and ensure that it aligns with the values and goals of your target audience.

Defining the personality of your product starts by asking yourself and your teammates what words come to mind when thinking about your product. This exercise can help you identify the core attributes and characteristics that you want your product to embody. By involving your team in this process, you can gain different perspectives and ensure that everyone is aligned on the desired personality of the product.

Incorporating the personality of your product into its design, user experience, and overall branding is crucial. Every touchpoint with your customers should reflect the personality you have defined. This consistency helps to build a strong brand identity and creates a memorable experience for your customers. Companies that fail to engage emotionally with their customers often struggle to create a lasting impact. It is not the company itself that connects with customers, but the people within the company. Therefore, it is important to fill your company with memorable people who embody the personality of your product.

One company that has taken a unique approach to building a strong team that aligns with their values is Zappos. CEO Tony Hsieh and his colleagues have implemented a practice of paying new employees to quit. This may seem counterintuitive, but it is a strategic move to ensure that they have a team that is truly committed to the company's mission and values. Zappos offers a quit-now bonus, starting at $100 and increasing as the company grows. After a week or so in the immersive experience of working at Zappos, new employees are presented with "The Offer." If they choose to quit, they will be paid for the time they have worked plus receive a $1,000 bonus.

This approach may seem unconventional, but it allows Zappos to identify individuals who are not fully committed to the company's culture and values. By offering a financial incentive to quit, Zappos is able to weed out those who may not be a good fit, saving time and resources in the long run. Approximately ten percent of new call-center employees take the money and run, which further reinforces the importance of this practice for Zappos.

Taking a page from Zappos' book, it is essential for all companies to prioritize finding employees who align with their culture and values. Building a team of individuals who share a common vision and are truly passionate about the product or service is crucial for success. By implementing a similar practice of paying new employees to quit, companies can save time and resources by identifying early on if an individual is not a good fit.

In conclusion, the personality of your product is a key factor in its success. Defining the personality of your product and ensuring that it aligns with the values and goals of your target audience is crucial. Incorporating this personality into every aspect of your product's design and branding helps to create a strong brand identity and memorable experience for your customers. Additionally, taking a strategic approach to building a team that aligns with your company's values, such as Zappos' practice of paying new employees to quit, can save time and resources in the long run. By prioritizing finding employees who share your vision and are truly committed to your company's culture, you can build a strong and successful team that contributes to the overall success of your product.

Actionable Advice:

1. Conduct regular team discussions to define and refine the personality of your product. Involve your team members in the process to gain different perspectives and ensure alignment.
2. Incorporate the personality of your product into every touchpoint with your customers, from design to branding. Consistency in messaging and experience helps to build a strong brand identity.
3. Implement a practice of paying new employees to quit in order to identify individuals who may not be a good fit for your company's culture and values. This can save time and resources in the long run and help build a committed and passionate team.