A recommended TedTalk episode, David Logan talks about Tribe leadership and uses Zappos as one of its example.

https://www.ted.com/talks/david_logan_on_tribal_leadership.html

you might want to download rather than stream if you have a slow connection. The player doesn't buffer like youtube.

https://www.ted.com/talks/download/video/7754/talk/651

Outline - tribe culture stages

stage 1: "Life sucks" everyone think their life suck

stage 2: "My life sucks" and everyone wil SOON to think their life also suck. possibly because living under a tyrant.

stage 3: "I'm great" but you're not. tribe working together but not sharing the same goal.

stage 4: "We're great" Fairly individual people collaborate and sharing the same goal. Aware of the tribe existence : Zapos.

stage 5: "Life is great" life oriented by our values and not guidance.