The second part of Zappos case focuses on Zappos's people proposition, which led to high performance and raised barriers to imitation. It demonstrates the importance of Fair Process that builds deep trust and commitment in the company, making it difficult for competitors to imitate Zappos.

This case introduces the application of blue ocean strategy in the context of managing a business portfolio at the corporate level. Apple created future profits and growth not by exploiting existing demand, but by reconstructing industry boundaries to create new market space and unlock latent demand.