Cara Cannella:

When Tyler Williams applied for a job at Zappos with a DIY music video, he anticipated one of two things: “They’ll either really love it or say, ‘This guy is a complete psycho. Don’t let him within 100 feet of the building.’”
 
 The 2011 YouTube message to the online shoe and clothing retailer — legendary for its customer service and playful company culture — was direct: “Hey, Zappos. My name is Tyler, and I’m trying to get a job with you guys, so … I wrote a little song based on [your] 10 core values.”
 
 Fortunately for Williams — and for the company’s “brand aura,” which he now oversees — Zappos got it. The video made its way around the Las Vegas headquarters, all the way to CEO Tony Hsieh and the company’s head of human resources, who brought Williams in. In June of 2011, he joined the Customer Loyalty Department answering customer phone calls.