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The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

It definitely was intertwined with experimentation, and Bezos was a big believer in experimenting.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

And I mean, anybody can sit here and go, it's quite remarkable what Jeff Bezos has done with Amazon.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

Again, reusable rockets and, you know, interesting competition there between Musk and Bezos and all of that.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

And that's another principle, which when Bezos talked about it in the 97 letter, he said, we will obsess over customers.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

Bezos was basically saying, we're going to fail before we succeed.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

Some of the principles grew out of that, but one of the common threads throughout the letters and started from the very beginning was this idea that he, Bezos, knew we needed to experiment.

The Vault Unlocked
Why Playing It Safe Is the Riskiest Thing a Founder Can Do (The Jeff Bezos Principle Nobody Applies)

14 growth principles on, you know, how Bezos grew Amazon to what it is today.