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The most important thing is to always keep the user at the center of everything we do.
The stories we tell about ourselves are as important as the lives we lead.
The most important computer is the one that rages in our skulls and ever seeks that satisfactory external emulator. The standarization of real computers would be a disaster - and so it probably won't happen.
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 think you have to be who you are. I don't think you can fabricate it. I think you have to be who you are and hope that people will accept you for who you are.