What Any Catalog Success Reader Should Learn From Zappos.com

7. Start small. Stay focused. You’ll never get the plan perfectly right — how customers will behave or what problems will come up. If you launch a new feature or Web site and have a huge marketing campaign to get people to the site, some issues will come up, and you need time to figure it out. “When we launched apparel,” Hsieh said, “we just hit it on the site and found out over time what customers wanted.”