There are two ways to extend a business. Take inventory of what you're good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

The world is littered with corpses that predicted technology in a particular arena was done. If there's another gigantic step change out there, we don't yet know what it is.

You have to use your judgment. In cases like that, we say, 'let's be simple minded. We know this is a feature that's good for customers. Let's do it.

I don't think that you can invent on behalf of customers unless you're willing to think long-term, because a lot of invention doesn't work. If you're going to invent, it means you're going to experiment, and if you're going to experiment, you're going to fail, and if you're going to fail, you have to think long term.

Maintain a firm grasp of the obvious at all times.

There is no map, and charting a path ahead will not be easy. We will need to invent, which means we will need to experiment.

Above all else, align with customers. Win when they win. Win only when they win.