Hello, everyone.

Today I was packing up a box to return to Zappos, the online retail shoe store, when I noticed on the side of the box “Be Humble:  Core Value #10”.  This intrigued me so I went to their website where their 10 Core Values are listed.

Zappos Headquarters

Zappos Headquarters

I decided to do a little study of their business chart.  I thought I could pick up some good ideas for business terms that relate to various astrological aspects by comparing the text of their core value statements to their chart.

Turning obstacles into values

It was a very surprising study and the unexpected upshot is this:  their company core values, rather than reflecting the strengths in their business chart, seem to be designed to overcome multiple obstacles to success in the chart.

I’ll give you a few examples: 

  • Core Value #2 is “Embrace and Drive Change”.  This is a fairly common business value.  But Zappos has several aspects that resist change, even though the placement of their Moon in Cancer indicates constant change in the company.  But with the Sun in Capricorn and an influential Saturn, there is comfort in tradition and the status quo:  embracing constant change would be a struggle.  So they made it into a core value. 
  • Another core value is “Create Fun and a Little Weirdness”.  Now this is a great value and those of us with a lot of Fire or Air, or maybe a strong Uranus or Neptune influence, would love this.  But for Zappos, Venus, the planet of fun, is in Capricorn, very traditional and certainly not weird; the Sun is in Capricorn, so company leadership tends to be very serious and focused on success.  They add the caveat in the text, “We’re not looking for crazy or extreme weirdness though.”  Good qualification and one that expresses the Capricorn energy perfectly.  So again, very serious and traditional creates a core value of fun and weirdness. 
  • There are many, many examples like these.  I’ll just cite one more.  One of their core values is, “Be Adventurous, Creative, and Open-Minded.”  Their text says, “at Zappos, we think it’s important for people and the company as a whole to be bold and daring (but not reckless).”   You can feel them trying to address that conservatism that comes with the planets in Capricorn and the Moon in Cancer.  The chart also has Mars in Libra, in its weakest position for boldness, and Mars is opposed by Saturn in Aries, which can hold back and even put out the fire of adventurous spirit.  Again, they’ve taken an inherent weakness and turned it into a core value.

Good job, Zappos

As a whole, each one of Zappos core values addresses a very difficult configuration in their chart.  Now I’m not criticizing this at all.  They have created their core values around what they are striving to become. I think there is a very valuable lesson in this for all of us. 

I’m always looking for ways to advise clients around the obstacles in their natal or business chart.  No chart is free of challenges.  And I’ve been particularly concerned about my clients who are starting their businesses this year, under the Saturn/Pluto* square.  But what Zappos has done can be an inspiration to all of us.

If we can identify the challenges that can potentially halt our business success, with clarity and honesty, or with a little discriminating hindsight, we can craft business statements that address and will eventually overcome these difficulties.  Like affirmations, keeping these statements at the forefront of our minds and our business culture has the potential to completely transform them over time.

Who wouldn’t want to be as successful as Zappos?  Let’s take a lesson from them and craft some core values for ourselves.  Not about what we understand and do well, but addressing our honest challenges instead.

Thank you, Zappos!

*(For more on the current Saturn/Pluto Square, see the category at the right.)

Don’t forget. If you have an astrology-related business question (or a business-related astrology question) send it to me at ellen@astro4business.com. I’ll answer it in these posts, anonymously of course, and we can all learn from each other’s experiences. I look forward to it! Have a question now? Email it and let’s get started!