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" Our motto at Blue Origin is 'Gradatim Ferociter': 'Step by Step, Ferociously.' "

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" I think the definition of a book is changing. "

" Market leadership can translate directly to higher revenue, higher profitability, greater capital velocity, and correspondingly stronger returns on invested capital. "

" Of course humans like to explore, and we should. There's nothing wrong with that. But it's more than that. It's essential for your children and your children's children. "

" There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second. "

" I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out. "

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

" I have won this lottery. It's a gigantic lottery, and it's called Amazon.com. And I'm using my lottery winnings to push us a little further into space. "

" For many people, extended reading sessions on an LCD display cause eyestrain. "

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

" You cannot make a giant space company in your dorm room. Not today. And the reason is that the heavy lifting infrastructure isn't in place. "

" I'm skeptical of any mission that has advertisers at its centerpiece. "

" I don't know about you, but most of my exchanges with cashiers are not that meaningful. "

" It's not an experiment if you know it's going to work. "

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

" What we need to do is always lean into the future; when the world changes around you and when it changes against you - what used to be a tail wind is now a head wind - you have to lean into that and figure out what to do because complaining isn't a strategy. "

" 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. "

" 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. "

" Ebooks had to happen. "

" 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. "

" We have the resources to build room for a trillion humans in this solar system, and when we have a trillion humans, we'll have a thousand Einsteins and a thousand Mozarts. It will be a way more interesting place to live. "

" 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. "

" I'm a genetic optimist. "

" The killer app that got the world ready for appliances was the light bulb. So the light bulb is what wired the world. And they weren't thinking about appliances when they wired the world. They were really thinking about - they weren't putting electricity into the home. They were putting lighting into the home. "

" 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. "

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

" I'm skeptical that the novel will be 're-invented.' "

" Amazon.com strives to be the e-commerce destination where consumers can find and discover anything they want to buy online. "

" You want your customers to value your service. "

" Beautiful speech doesn't need protection, it's ugly speech that needs protection. We have these cultural norms that allow people to say really ugly things. You don't have to invite them to your dinner party, but you should let them say it. "