This returns us again to the central point of this section; the primary challenge you face is not in increasing creativity per se, but in making your company receptive to the vast amounts of creativity that already exist. The point is not to build a company that depends on you for its innovation, but to continually work towards an organization that is as receptive to new ideas as if those ideas had come from you.

One of the best ways to make and keep your company innovative is to have people invent solutions to their own problems or needs. In other words, be your own customer and satisfy yourself. If that is not possible—if you are in a business where you cannot be your own customer—then figure out a way to experience the world as a customer experiences it.

Next, let’s look at the four typical traits of all companies of one: resilience, autonomy, speed, and simplicity.

Hsieh is crystal clear on the culture he needs to make the company thrive, and he and his team have broken it down into ten core company values:

1. Deliver wow through service.

1. Embrace and drive change.

1. Create fun and a little weirdness.

1. Be adventurous, creative, and open-minded.

1. Pursue growth and learning.

1. Build open and honest relationships with

communication.

1. Build a positive team and family spirit.

1. Do more with less.

1. Be passionate and determined.

1. Be humble.

Hsieh is crystal clear on the culture he needs to make the company thrive, and he and his team have broken it down into ten core company values:

1. Deliver wow through service.

1. Embrace and drive change.

1. Create fun and a little weirdness.

1. Be adventurous, creative, and open-minded.

1. Pursue growth and learning.

1. Build open and honest relationships with

communication.

1. Build a positive team and family spirit.

1. Do more with less.

1. Be passionate and determined.

1. Be humble.