Your brand is what people say about you when you're not in the room
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.
You can work long, hard, or smart, but at Amazon.com you can’t choose two out of three.
If we think long term, we can accomplish things that we couldn't otherwise accomplish.
We are our choices. Build yourself a great story.
You cannot make a business case that you should be who you are not