Chapter 6

Create the Next New Thing

The only danger is not to evolve.

ENTREPRENEUR JEFF BEZOS

A special double issue of Vanity Fair magazine entitled “How the Web Was Won” featured interviews with online icons about the early days of the Internet. In that issue, Jeff Bezos revealed that Amazon was successful from the start despite naysayers who predicted failure. In fact, they were quickly backlogged with orders, so Jeff and a fellow executive headed to the shipping room to help process orders. They were on their hands and knees, packing up books, when his colleague turned to him and said, “This is really killing my knees and my back.”

Jeff mulled it over, then said, “We should get kneepads.”

His friend looked at him like he was crazy. “No Jeff, ...

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