Translating Vision into Connection

Trust, Authenticity, and a Shared Belief in People

Tony Hsieh believed that business should bring people together: that connection and community mattered more than hierarchy and hype. This belief became the foundation of our work together.

When Tony asked me (Michelle) to take over his personal and professional social media, he said, “I don’t think anyone else will do as good of a job as you do because you are such a believer in community management and taking care of the people who comment.” For the next several years, I worked closely with him to share his ideas, highlight his talks, and celebrate the people and projects he believed in. This included Zappos, Life is Beautiful, The Downtown Project, and beyond.

We traveled often, attending events like The Lobby Conference, Burning Man, and Fortune 100 marketing summits. We spent time with leaders like Tony Robbins, Richard Branson, Joseph Gordon-Levitt, Paula Abdul, and even Elon Musk…10 years before his controversy. Through every interaction and post, our goal was simple: to make sure Tony’s ideas inspired action.

If you ever noticed Tony’s social media posts signed with “–Posted by Michelle,” that was me.

Sōsh helped Tony turn digital platforms into real human connection, creating a global community inspired by happiness, innovation, and belonging.

Continuing a Legacy with Integrity

During Tony’s final months in Park City, we continued our work quietly and compassionately. We provided support, strategy, and consistency while honoring the person behind the visionary. We never raised our rates, and we never lost sight of the values Tony taught: kindness, humility, and purpose.

After Tony’s passing, the sōsh team—still grieving the loss of our friend—made sure every person who reached out to his accounts received a heartfelt, human response. There were thousands of messages. Each one mattered.

We continue to work behind the scenes, helping strategize how to preserve Tony’s story and values with honesty and respect. Five years later, as we reflect on Tony’s legacy, our gratitude endures for the lessons he left behind about what it truly means to build community.