His 2013 book Amazon is his best-selling work. The Everything Store Jeff Bezos, American Journalist Brad Stone, and Age of Amazon Author Brad Stone shared a memo that Jeff Bezos, Amazon CEO, sent to his senior staff. It was titled “Amazon. Love.
He wondered how Amazon could be loved when it became a $100 billion company.
Bezos, as he does often, wrote down his thoughts in a memo that he distributed to his top executives at a retreat for the S Team. A person close to Amazon gave me a copy but wished to remain anonymous. Bezos’ memo, Amazon.love by his pen name, describes a vision of how he wants Amazon to behave and be seen by the rest of the world. It is a reflection of Bezos’s values and determination and maybe even his blind spots.
He wrote that “some big companies have ardent fans, are loved by their customers and even considered cool.” I think companies such as Apple, Nike and Whole Foods, Costco, Costco, and Google are all examples of large companies that are loved by their customers.
He said that companies such as Walmart, Microsoft and Goldman Sachs were often feared.
Bezos suggested that the second group of companies was unfairly viewed as exploitative. He wondered why Microsoft’s vast user base had not come out to defend it against critics. Perhaps customers weren’t satisfied with the products. He suggested that UPS was not very inventive but had the unflinching support of the U.S. Postal Service as a competitor. Walmart had to deal with a “plethora” of sympathetic competitors in small downtown stores.
Bezos wasn’t satisfied with this simplistic conclusion and instead applied his analytical sensibility to discover why certain companies were loved and feared.
Amazon Love Memo
Rudeness does not belong in the culture.
It is not cool to degrade small men.
Close-following is not cool.
Young is trendy
It’s cool to take risks.
It’s cool to win.
Polite is cool.
It’s cool to be able to defeat bigger, more apathetic men.
It’s cool to invent.
Explorers are cool.
Conquerors do not look cool.
It is not cool to obsess over your competitors.
It’s cool to empower others.
It is not cool to capture all the value for the company.
Leadership is cool.
Conviction is cool.
Straightforwardness is cool.
It is not cool to pander to the crowd.
Hypocrisy does not look cool.
Authenticity is cool.
It’s cool to think big.
Unexpected is cool.
Missionaries are cool.
Mercenaries don’t look cool.
Bezos included seventeen attributes in an attached spreadsheet. These include politeness, reliability, taking risks, and thinking big. He then ranked twelve companies based on each characteristic. He admitted that his methodology was subjective. However, he presented his conclusions at the end. Amazon love memo These were designed to increase Amazon’s chances of being a loved company.
It was not enough to be polite, reliable, and customer-oriented. It was crucial to be perceived as an inventor, rather than as a conqueror. I believe that the four ‘unloved companies’ are innovative as a matter of substance. They aren’t seen as innovators or pioneers. He wrote that it is not enough to be innovative. The customer base must also see the pioneering spirit.
This list is very interesting. We can try to get some of these as Amazon.
One of the most interesting aspects of Brad Stone’s new book on Amazon is a previously unpublished memo that Jeff Bezos sent to his senior staff. It’s titled “Amazon. love“.
The memo was written by Amazon’s CEO to explain why certain companies are loved and not loved by customers. This is a way for Amazon to figure out how it can be loved by its customers.
He wrote that “some big companies have ardent fans, are loved by their customers and even considered cool.”
Bezos identified several examples of companies in this category: Apple, Nike and Whole Foods, Google, Whole Foods, and UPS.
Bezos identified several companies that were not liked by customers like Walmart, Microsoft, and Goldman Sachs.
Stone summarized his list of characteristics that make companies loveable. He said that they are polite, reliable, and willing to take risks. But, it is also important to be creative — “explorer, not conqueror”.
Bezos stated, “I believe that the four ‘unloved companies’ are ingenious as a matter-of-substance.” They aren’t seen as pioneers or inventors. It’s not enough to be innovative. The customer base must also see the pioneering spirit.
This memo is one example of a theme in the book that Amazon and Bezos obsess over the customer. Sometimes to the detriment of its employees and shareholders. In this interview, Stone and I discussed that topic as well as other topics with Stone.