Be Proud Of Your Choices,

If Everything You Do Needs To Work On A Three-year Time Horizon, Then You’re Competing Against A Lot Of People, But If You’re Willing To Invest On A Seven-year Time Horizon, You’re Now Competing Against A Fraction Of Those People, Because Very Few Companies Are Willing To Do That. Just By Lengthening The Time Horizon, You Can Engage In Endeavours That You Could Never Otherwise Pursue. At Amazon We Like Things To Work In Five To Seven Years. We’re Willing To Plant Seeds, Let Them Grow—and We’re Very Stubborn. We Say We’re Stubborn On Vision And Flexible On Details.

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.

Cultures Aren’t So Much Planned As They Evolve From That Early Set Of People.

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.

The Human Brain Is An Incredible Pattern-matching Machine.