CHAPTER 4

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JEFF BEZOS OF AMAZON: REGRET MINIMIZATION

What we need to do is always lean into the future; when the world changes around you and when it changes against you—what used to be a tail wind is now a headwind—you have to lean into that and figure out what to do because complaining isn’t a strategy.

—JEFF BEZOS, Founder, Chairman and CEO, Amazon

It was the ultimate risk.

Amazon.com founder Jeff Bezos learned of the Internet in early 1994 when the information superhighway started to buzz after a few years of development. The grand possibilities of the unchartered technological hinterland bewitched Bezos, and a few months later, he quit his ...

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