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Strategic Design Management Intergrative Studio Spring 2015 77 Tony Hsieh CEO of Zappos.com built a culture for an online shoe retail company when many said it was not possible because of the complexity of selling shoes online. Tony Hsiehs obsession with putting the needs of the customer first was able to build empathy by fostering a culture of trust in a chaotic environment. By facilitating open and honest communication between Zappos employees and customers he was able to build lasting and trusting relationships which resulted in Zappos being a multi-billion dollar company. To create a more engaging environment between customers and employees Zappos blog feature an inside look at different employees each month such as snapshots of hisher life. By creating an online environment where purchasing product online feels safe and secure reduces uncertainty and risk. Zappos is able to do this through simplifying its buying process. Zappos believes that the most difficult thing to do is build trust once you build it everything else is so much easier. GrabCad a premiere online open innovation platform is the worlds largest community for mechanical engineers. GrabCad is leading the Open Engineering movement helping the engineers get products to market faster by connecting people content and technology. ByshowingtheprocessofcreatingtheirproductsGrabcad fosters a culture of transparency. Community members are able to view product rankings and professional portfolio of other engineers. This level of collaboration is a critical component which enables engagement and nurture trust that has resulted in partnerships with GE Pebble Tiffany Co. Miselu and Patterson Medical. Through the posting of design challenges on a weekly basis GrabCad ensures relevance and consistency it provides the community with design challenges that transforms their cognitive surplus into tangible products. The successful completion of these challenges is extremely