Psychology must illuminate the practical workings of the mind.

I think it's important to be yourself and not try to be someone else.

我是你活着的原因，我是你生存的原因。

红海代表当今存在的所有行业——已知的市场空间。

我们称可见光为什么？我们称之为颜色。但颜色只是我们给光碰到某物时的行为方式起的名字。

I got the idea to start Amazon 16 years ago. I came across the fact that Web usage was growing at 2，300 percent per year. I'd never seen or heard of anything that grew that fast， and the idea of building an online bookstore with millions of titles -- something that simply couldn't exist in the physical world -- was very exciting to me. I had just turned 30 years old， and I'd been married for a year. I told my wife MacKenzie that I wanted to quit my job and go do this crazy thing that probably wouldn't work since most startups don't， and I wasn't sure what would happen after that. MacKenzie (also a Princeton grad and sitting here in the second row) told me I should go for it. As a young boy， I'd been a garage inventor. I'd invented an automatic gate closer out of cement-filled tires， a solar cooker that didn't work very well out of an umbrella and tinfoil， baking-pan alarms to entrap my siblings. I'd always wanted to be an inventor， and she wanted me to follow my passion.