Thoughtfully Ruthless

Chapter 11Amazon Versus Microsoft

This chapter explores the rivalry between Microsoft and Amazon and how thoughtfully ruthless both Jeff Bezos and Steve Ballmer were as CEOs of companies located six miles apart in Seattle. They fought like stubborn teenagers for talent, customers, and new market ideas; yet, the two companies are polar opposite in the way they lead, build products, and produce results. Ballmer has shaped the results of the last 10 years at Microsoft as he desperately fought against the rumors for his resignation, determined to prove Microsoft could once again be successful. Meanwhile six miles away, Bezos quietly was accelerating the growth of Amazon. These two leaders could not be more different, and this chapter explores the key differences between Bezos and Ballmer, in particular what any leader can learn from the best parts of the Amazon and Microsoft cultures.

At the Safeco Field stadium, home to Seattle's baseball team the Mariners, “Eye of the Tiger” was blaring from the speakers, and suddenly from the top of the stadium Steve Ballmer, Microsoft's CEO at the time, came sprinting through the stadium high-fiving everyone as he went. His lap of the stadium lasted for the whole of the song and by the time he got to the stage, he was dripping in sweat and out of breath. When he got there he screamed, “I LOVE THIS COMPANY!” Steve Ballmer was known for his acts of almost childlike excitement. Many company meetings he would scream himself hoarse; he once had one ...