If your dreams don't scare you, they are too small.

"A writer must be both a dreamer and a realist."

The market is a reflection of the collective expectations of all participants.

2016年：贝索斯致股东信《每天都要像创业的第一天那样》

The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways.