决定
杰夫·贝索斯接受了莱克斯·弗里德曼的播客采访
2001：贝索斯致股东信《我们始终坚持现金流为王》
2002年：贝索斯致股东信《同时提供领先世界的用户体验，和价格最低的产品》
2003年：贝索斯致股东信《寄希望于通过为客户提供最大的价值，从而创造更长远的利润》
2005年：贝索斯致股东信《尽管是数字在发挥作用，但决策因素还是“判断”》
2006年：贝索斯致股东信《选择新业务时，亚马逊的经验》
2007年：贝索斯致股东信《我们改变工具，工具也改变我们》
我们不能向您保证我们将实现今年所有的目标，过去几年我们也没有实现所有的目标，但我们可以向您保证，我们将执着于用户体验 。
2014年：贝索斯致股东信《投资那些具有无限上升空间的创意》
I will hazard a prediction. When you are 80 years old， and in a quiet moment of reflection narrating for only yourself the most personal version of your life story， the telling that will be most compact and meaningful will be the series of choices you have made. In the end， we are our choices. Build yourself a great story.
I was working at a financial firm in New York City with a bunch of very smart people， and I had a brilliant boss that I much admired. I went to my boss and told him I wanted to start a company selling books on the Internet. He took me on a long walk in Central Park， listened carefully to me， and finally said， "That sounds like a really good idea， but it would be an even better idea for someone who didn't already have a good job." That logic made some sense to me， and he convinced me to think about it for 48 hours before making a final decision. Seen in that light， it really was a difficult choice， but ultimately， I decided I had to give it a shot. I didn't think I'd regret trying and failing. And I suspected I would always be haunted by a decision to not try at all. After much consideration， I took the less safe path to follow my passion， and I'm proud of that choice.
At that age， I'd take any excuse to make estimates and do minor arithmetic. I'd calculate our gas mileage -- figure out useless statistics on things like grocery spending. I'd been hearing an ad campaign about smoking. I can't remember the details， but basically the ad said， every puff of a cigarette takes some number of minutes off of your life: I think it might have been two minutes per puff. At any rate， I decided to do the math for my grandmother. I estimated the number of cigarettes per days， estimated the number of puffs per cigarette and so on. When I was satisfied that I'd come up with a reasonable number， I poked my head into the front of the car， tapped my grandmother on the shoulder， and proudly proclaimed， "At two minutes per puff， you've taken nine years off your life！"
All of my best decisions in business and in life have been made with heart, intuition, guts... not analysis.
