Tony Hsieh, Longtime Chief of Zappos, Is Dead at 46

Tony Hsieh (pronounced shay)

In the early days of online retailing, he realized that the key to success was making people feel comfortable and secure shopping on the internet.

In the nascent period of internet commerce, Mr. Hsieh was a visionary who realized that getting customers to feel comfortable and secure buying online was the key to success and growth.

To do that, employees in the call center had to engage customers as if speaking to an old friend, with authentic-sounding welcoming banter. He also realized that buyers needed to try on shoes, so Zappos offered free overnight shipping and free return shipping, often sending customers multiple pairs at a time.

Mr. Hsieh, a soft-spoken and introspective executive, developed a philosophy of business built around the idea that happy employees were the conduit to satisfied customers who would return again and again.

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