I think the two situations in which "customer obsession" is a meaningful corporate value are: a) life or death matters are involved b) you see enough sides of a customer's life that the internal model is not a one-product cartoon (ie all the broad tech platforms)
Zappos is an excellent example because internally, they are NOT like Away. They really work to create a good employee experience too. It's mostly low-wage customer service jobs, but they seem kinda happy with the carnivalesque internal culture and aren't driven like slaves.
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Right, so it's not the lifestyle marketing itself that's odd, but the mismatch between how a company professes to treat customers vs employees.
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