Chapter Eight
THE ENCORE
Amazon is a much-talked-about company, but it does powerfully illustrate a crucial point: the possibility of sustaining successive and successful acts of imagination over time, continuously finding new paths to growth even as a company grows very large. Amazon has continually imagined and created new businesses, starting with a mental model of “Earth’s biggest bookstore” in 1995; reimagining itself as an “everything store”; opening up its platform to third-party sellers in 2000; starting cloud computing in 2006; developing a physical product, Kindle, in 2007; creating a film and TV studio in 2010; and launching an AI-driven store with no checkouts, Amazon Go, in 2018. It has incorporated widely different business ...
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