A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. A company shouldn’t get addicted to being shiny, because shiny doesn’t last. All businesses need to be forever. Another thing that I would recommend to people is that they always take a long-term point of view. A lot of people — and I’m just not one of them — believe that you should live for the now. Are you lazy or just incompetent. Be stubborn on vision but flexible on details. Frugality drives innovation. Great industries are never made from single companies. There is room in space for a lot of winners. I believe you have to be willing to be misunderstood if you’re going to innovate. I don’t want to use my creative energy on somebody else’s user interface. I knew that if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying. I like to be counted on. I’m skeptical of any mission that has advertisers at its centerpiece. If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word-of-mouth is so very, very powerful. If you decide that you’re going to do only the things you know are going to work, you’re going to leave a lot of opportunity on the table. If you don’t understand the details of your business you are going to fail. If you double the number of experiments you do per year you’re going to double your inventiveness. If you never want to be criticized, for goodness sake don’t do anything new. If you want to be inventive, you have to be willing to fail. If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering. If you’re not stubborn, you’ll give up on experiments too soon. And if you’re not flexible, you’ll pound your head against the wall and you won’t see a different solution to a problem you’re trying to solve. If your customer base is aging with you, then eventually you are going to become obsolete or irrelevant. You need to be constantly figuring out who are your new customers and what are you doing to stay forever young. In business, what’s dangerous is not to evolve. In the old world, you devoted 30% of your time to building a great service and 70% your time to shouting about it. In the new world, that inverts. Invention by it’s very nature is disruptive. It is very difficult to get people to focus on the most important things when you’re in boom times. It’s hard to find things that won’t sell online. It’s not an experiment if you know it’s going to work. It’s so ambitious to take something as highly evolved as the book and improve on it. Keep our competitors focused on us, while we stay focused on the customer. Kindness is a choice. Life’s too short to hang out with people who aren’t resourceful. On online scale You can be two sizes You can be big, or you can be small. It’s very hard to be medium. One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions; your passions choose you. One of the only ways to get out of a tight box is to invent your way out. Our point of view is we will sell more if we help people make purchasing decisions. Part of company culture is path-dependent – it’s the lessons you learn along the way. Patience, persistence, and obsessive attention to detail. Profitability is very important to us or we wouldn’t be in this business. The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it. The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works. The common question that gets asked in business is, ‘why?’ That’s a good question, but an equally valid question is, ‘why not?’ The framework I found which made the decision incredibly easy was what I called – which only a nerd would call – a ‘regret minimization framework’. So I wanted to project myself forward to age 80 and say, ‘Okay, now I’m looking back on my life. I want to have minimized the number of regrets I have. The great thing about fact-based decisions is that they overrule the hierarchy. The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company. The thing that motivates me is a very common form of motivation. And that is, with other folks counting on me, it’s so easy to be motivated. There are a lot of paths to satisfaction and you need to find one that works for you. There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second. There are two ways to extend a business. Take inventory of what you’re good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward. There’ll always be serendipity involved in discovery. We don’t want to just do things because we can do them…we don’t want to be redundant. We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better. We want to make money when people use our devices, not when they buy our devices. We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful Put the customer first. Invent. And be patient. What we need to do is always look into the future. Work hard, have fun, and make history. Jeff Bezos You have to lean into future and figure out what to do because complaining isn’t a strategy. You know if you make a customer unhappy, they won’t tell five friends, they’ll tell 5,000 friends. Your brand is what other people say about you when you’re not in the room. Your margin is my opportunity.
Thoughts to Inspire Success in Your Life and Business