The then CEO of Zappos took increasingly drastic measures to hit targets set by the ecommerce giant.
Still, Tony worried about what he and other Zappos executives referred to as “Amazon creep,” the tech behemoth increasingly getting involved in Zappos’ business. Tony wanted to protect his employees from Amazon’s famously aggressive work culture and its layers of bureaucracy. Tony and his team were careful to call Amazon only if they really needed something. Sometimes even a simple question could turn into a conference call with half a dozen Amazon executives.
Within the next two years, Wilke wanted Zappos to meet a series of business goals that had nothing to do with its culture or its management experiments. Rather, Tony would need to increase Zappos’ profits and its customer base. It was a goal for all of Amazon’s autonomous units; after a decade under the much larger conglomerate, Zappos should be meeting certain profit targets. It was now a “mature” company in Amazon’s view, and it was falling short.
“You’re tired so you can go straight into REM sleep and kind of hack it that way,” he told a blogger for the shared office space company WeWork in 2019. Tony purchased the Oura smart ring, popular in Silicon Valley, to “optimize” his sleep, allowing his concerned friends to access the data. They found that some nights he wasn’t getting even four hours of sleep, more like two or three.
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