Many of the traits that make Amazon unusual are now deeply ingrained in the culture. In fact, if I wanted to change them, I couldn't. The cultures are self-reinforcing, and that's a good thing.

For people who are readers, reading is important to them.

People don't want gadgets, they want services.

Will you be clever at the expense of others, or will you be kind?

Our garage was basically science fair central.

If you have a business model that relies on customers being misinformed, you better start working on changing your business model.

I'm going to go do this crazy thing. I'm going to start this company selling books online.