A CEO using Twitter to connect with customers? Why? Tony Hsieh (pronounced “Shay”), CEO of Zappos.com, uses Twitter to connect with customers. Why would a busy, important, successful CEO want to connect with customers? Make no mistake; Hsieh isn’t using Twitter for a marketing gimmick, but to make meaningful connections. The Dallas Mavericks went from being one of the worst basketball franchises in the National Basketball Association (NBA), to being one of the best and most valuable. The reason is usually sitting somewhere in the crowds at Maverick games. His name is Mark Cuban. Mark is the owner of the Dallas Mavericks. His leadership lifted them to heights never before thought possible. How? Mark knows how to connect. Guess where he sits during games? With the fans. Guess who reads all the emails sent to the Dallas Mavericks? Mark does. He usually wears a jersey, not a suit and tie. He dresses like a fan and acts like a fan. Mark understands that connecting with fans is the key to the success of the Mavericks. Herb Kelleher, a legend of Southwest Airlines. Herb Kelleher was frequently spotted on Southwest flights, chatting with ordinary passengers. Why? Surely he had more important things to do? Kelleher was connecting with his customers.