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" Ebooks had to happen. "

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" What's dangerous is not to evolve. "

" I like having the digital camera on my smart phone, but I also like having a dedicated camera for when I want to take real pictures. "

" When it comes to space, I see it as my job, I'm building infrastructure the hard way. I'm using my resources to put in place heavy lifting infrastructure so the next generation of people can have a dynamic, entrepreneurial explosion into space. "

" I'm a big fan of all-you-can-eat plans, because they're simpler for customers. "

" Strip malls are history. "

" 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. "

" If you're competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering. "

" Real estate is the key cost of physical retailers. That's why there's the old saw: location, location, location. "

" The human brain is an incredible pattern-matching machine. "

" The common question that gets asked in business is, 'why?' That's a good question, but an equally valid question is, 'why not?' "

" What we want to be is something completely new. There is no physical analog for what Amazon.com is becoming. "

" Mediocre theoretical physicists make no progress. They spend all their time understanding other people's progress. "

" You want your customers to value your service. "

" I know Elon, we're very like minded in many ways. We're not conceptual twins. One thing I want us to do is go to Mars, but for me it's one thing. He's singularly focused on that. I think motivation wise, for me I don't find that Plan B idea motivating. I don't want a plan B for Earth, I want Plan B to make sure Plan A works. "

" You know you're not anonymous on our site. We're greeting you by name, showing you past purchases, to the degree that you can arrange to have transparency combined with an explanation of what the consumer benefit is. "

" We've had three big ideas at Amazon that we've stuck with for 18 years, and they're the reason we're successful: Put the customer first. Invent. And be patient. "

" People forget already how much utility they get out of the Internet - how much utility they get out of e-mail, how much utility they get out of even simple things like brochureware online. "

" But there's so much kludge, so much terrible stuff, we are at the 1908 Hurley washing machine stage with the Internet. That's where we are. We don't get our hair caught in it, but that's the level of primitiveness of where we are. We're in 1908. "

" On the Internet, companies are scale businesses, characterized by high fixed costs and relatively low variable costs. You can be two sizes: You can be big, or you can be small. It's very hard to be medium. A lot of medium-sized companies had the financing rug pulled out from under them before they could get big. "

" The Apollo program certainly had no real commercial value. It was done for very different reasons and, I think, very good reasons for the time. It's an extraordinary achievement of mankind, but it wasn't sustainable. "

" You know, we love stories and we love narrative; we love to get lost in an author's world. "

" Percentage margins don't matter. What matters always is dollar margins: the actual dollar amount. Companies are valued not on their percentage margins, but on how many dollars they actually make, and a multiple of that. "

" It is very difficult to get people to focus on the most important things when you're in boom times. "

" The Moon Village concept has a nice property in that it basically just says, 'Look, everybody builds their own lunar outpost, but let's do it close to each other.' That way... you can go over to the European Union lunar outpost and say, 'I'm out of eggs. What have you got?' "

" Infrastructure web services had to happen. "

" Life's too short to hang out with people who aren't resourceful. "

" I strongly believe that missionaries make better products. They care more. For a missionary, it's not just about the business. There has to be a business, and the business has to make sense, but that's not why you do it. You do it because you have something meaningful that motivates you. "

" The best customer service is if the customer doesn't need to call you, doesn't need to talk to you. It just works. "

" A company shouldn't get addicted to being shiny, because shiny doesn't last. "

" The one thing that offends me the most is when I walk by a bank and see ads trying to convince people to take out second mortgages on their home so they can go on vacation. That's approaching evil. "