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" You're not going to make Hemingway better by adding animations. "

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" I believe you have to be willing to be misunderstood if you're going to innovate. "

" 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 book is not really the container for the book. The book itself is the narrative. It's the thing that people create. "

" What's dangerous is not to evolve. "

" The thing that motivates me is a very common form of motivation. And that is, with other folks counting on me, it's so easy to be motivated. "

" 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. "

" I read 'The High Frontier' in high school. I read it multiple times, and I was already primed. As soon as I read it, it made sense to me. It seemed very clear that planetary surfaces were not the right place for an expanding civilization inside our solar system. "

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

" Humans are unbelievably data efficient. You don't have to drive 1 million miles to drive a car, but the way we teach a self-driving car is have it drive a million miles. "

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

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

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

" 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. "

" If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. "

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

" Millions of people were inspired by the Apollo Program. I was five years old when I watched Apollo 11 unfold on television, and without any doubt it was a big contributor to my passions for science, engineering, and exploration. "

" We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. "

" 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. "

" 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. "

" 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. "

" If you don't understand the details of your business you are going to fail. "

" I'm a genetic optimist. "

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

" 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. "

" In just a few hundred years, we will have to cover the entire surface of the Earth in solar cells if we want to continue to grow our energy usage. "

" 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. "

" 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. "

" We're working on New Glenn, which is our orbital vehicle, but we have in our mind's eye an even bigger vehicle called New Armstrong. "

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