Think Like Amazon: 50 1/2 Ideas to Become a Digital Leader

INTRODUCTION: WHAT WOULD JEFF DO?

In the 1990s, the acronym WWJD?—“What would Jesus do?”—began appearing on bumper stickers and T-shirts around the United States. The variations weren’t far behind. Scientists asked, “What would Darwin do?” Deadheads asked, “What would Jerry do?” The whole concept went so far afield that I once saw a sticker that read, “What would Atticus Finch do?” Anyway, you get the picture.

For the last five years, my clients and the readers of my two previous books have asked repeatedly their own version of this question: “What would Jeff do?” Of course, when people ask me, “WWJD?” they’re really asking questions like these: “What does ‘being digital’ mean?” “How do I avoid disruption?” “Will Amazon enter this business or ...