Zappos CEO Tony Hsieh tells WSJ's Dennis Berman at the WSJDLive 2015 conference in Laguna Beach, Calif. that Amazon needs to align its workforce around core values.

But when you're booting up at Zappos, there's a culture-building third step called the Face Game. The game goes like this: A picture of a fellow employee pops up, and you're asked to guess the ...