#Employee handbook

Let them be the humans you hired

Founder Yvon Chouinard set out to create a culture at Patagonia where employees had the flexibility to surf, ski, or explore. He felt it would be cruel to hire people who love the outdoors and then keep them in front of a screen all day. It would also be impossible to make the best outdoor clothing with an 'indoor' culture.

His goal was to blur the distinction between work, play, and family. It didn't matter when you work as long as the job gets done with no negative impact to others. In Patagonia's employee handbook, Let My People Go Surfing, he even encourages employees to drop work and get outside when the surf comes up. Yvon believed that work needed to be enjoyable on a daily basis, where you "come to work on the balls of [your] feet and go up the stairs two steps at a time. We needed to be surrounded by friends who could dress whatever way they wanted, even be barefoot."

Set clear standards for service excellence

On their first day, each Starbucks partner (employee) is given a little 'Green Apron' book that fits neatly into their apron pocket. The book outlines the Five Ways of Being. which is the framework that the Starbucks Experience is built upon.

1. Be Welcoming: Offer everyone a sense of belonging.
   It's not just about writing a person's name on a cup. It's about taking the time to know their name, needs, and preferences when they walk in the door. As a study aid, some partners even keep spreadsheets containing customer preferences.
2. Be Genuine: Connect, discover, respond.
   Connect with customers, so they know they are not just a "wallet with a human attached." If they are visibly having a bad day, try to make it better. Discover their wants and desires by asking questions that require more than a 'yes' or 'no' answer and listening to their response. You might just learn about needs that they didn't know they had. Finally, respond with respect and attention no matter who they are.
3. Be Considerate: Take care of yourself, each other, and the environment.
   Don't just think of the now but be mindful of the future well-being of everyone and everything. It's not just about short-term gain but rather long-term survival and prosperity.
4. Be Knowledgeable: Love what you do. Share it with others.
   "Sharing knowledge with customers makes for more sophisticated consumers." They in turn begin to understand, appreciate, and explore the subtle nuances of what you have to offer.
5. Be Involved: Connect with one another, with the company, and with your community.
   Look around to see how to make things better, and then act on it. Partners have hosted open-mic nights, provided free-training to the unemployed, and even taken sign language lessons, so they can communicate with their customers.

Be honest, be real, and tell personal stories

'Be real and use your best judgment.'

Those seven words make up the entire Zappos corporate communication policy. That's it.

Sound scary? Maybe for some, but with a strong culture in place, Zappos believes that "people step up and communicate both honestly and respectfully." And yes, the policy applies to every communication opportunity.

• Presentations: When giving talks, there is no standard PowerPoint presentation. Instead, each person creates a presentation that shares their own personal stories and perspectives.
• Interviews: When reporters come into Zappos, they are given free reign to wander around and talk to whoever they want.
• Social Media: Zappos encourages employees to constantly film, photograph, and tweet about their culture on all platforms. The only advice they give is to make it 'raw, authentic, and responsible without the hype, polish, and extravagance of produced advertisements.'