A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

If you are going to do large-scale invention, you have to be willing to do three things: You must be willing to fail; you have to be willing to think long term; and you have to be willing to be misunderstood for long periods of time.

Work hard, have fun and make history.

If you're truly obsessed over customers, it'll cover a lot of errors.

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 want to look at what other companies are doing. It's very important not to be hermetically sealed. But you don't want to look at it as if, 'OK, we're going to copy that.' You want to look at it and say, 'That's very interesting. What can we be inspired to do as a result of that?' And then put your own unique twist on it.

If you build a great product or service, people will talk about it. But it starts with having something that's worth talking about.