New Delhi, March 28 -- Tony Hsieh, the former chief executive of Zappos.com Inc., helped build the online shoe retailer with an ideal model of customer service, which aimed to build repeat customers and word-of-mouth marketing - i.e. similar to branding. After his death, entrepreneurs, marketers and others said his insights had influenced them to adopt similar practices or change the way they approach customers.

"Stop chasing the money and start chasing the passion."

In what would be a very familiar life advice for anyone who has watched Aamir Khan-starrer 3 Idiots, the Taiwan-born late American billionaire's advice closely mirrors Rancho's chief message: "Chase excellence and success will naturally follow".

However, surrounded by the ...