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Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World by Yvon Chouinard, Lucas Conley, Mark Miller

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CHAPTER FOUR

Invent Your Own Game

“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.”

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IN 1982, after being named the valedictorian at his high school, Jeff Bezos gave an interview to the Miami Herald. Asked about his ambitions, the 18-year-old Bezos told the reporter he wanted to “build space hotels, amusement parks, yachts and colonies for two or three million people orbiting around the Earth.”2 Crazy, right?

A born disrupter, Bezos has made an art of ...

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