How to Matter to Your Customers

As companies get bigger, they want people who don't care that much to simply go away. But what if you want to make the lives of your customers better? Last week's episode was about a woman who got flowers from Zappos and she wasn't moved by their price. Paul: More and more everyday people do not want to speak to a person but they would rather order online. The other direction is to make it effort full -- like buying sushi in refrigerated case at local grocery store.