“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.”
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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.
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The killer app that got the world ready for appliances was the light bulb. So the light bulb is what wired the world. And they weren't thinking about appliances when they wired the world. They were really thinking about - they weren't putting electricity into the home. They were putting lighting into the home.
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What we want to be is something completely new. There is no physical analog for what Amazon.com is becoming.
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