Bezos Letters

Steve Anderson has spent his 35+ year career helping the insurance industry understand, integrate, and leverage current and emerging technologies. From business management systems to social media, Steve analyzes what’s happening now and explains its implications for the future. He was invited to be one of the original 150 “thought leaders/influencers” on LinkedIn and has over 300,000 followers. Steve currently resides in Franklin, Tennessee. Karen Anderson, M.S. is an author, publisher, and direct response marketer whose fingerprints are all over New York Times, USA Today, and other bestselling books. For the past 30+ years, she’s helped entrepreneurs and businesses clarify and communicate their messages, grow their businesses, and increase their reach using the power of a book. She grew up as an “insurance brat” and spent weekends with her dad looking behind buildings and parking lots checking for potential risks.

• IntroductionSection One - TestChapter 1: Encourage Successful FailureChapter 2: Bet on Big IdeasChapter 3: Practice Dynamic InventionSection Two - BuildChapter 4: Always Apply Long-Term ThinkingChapter 5: Be Obsessed with Your CustomerChapter 6: Understand Your FlywheelSection Three - AccelerateChapter 7: Make High-Velocity DecisionsChapter 8: Make Complexity SimpleChapter 9: Accelerate Time with TechnologyChapter 10: Create OwnersSection Four - ScaleChapter 11: Maintain “Over the Top” High StandardsChapter 12: Sustain an Innovative CultureChapter 13: Measure What Matters (And Question What’s Measured)Chapter 14: Believe It’s Always Day 1Conclusion

"Anderson, a professional speaker on tech and business, takes a perceptive look at Amazon founder Jeff Bezos’s annual shareholder letters, extracting 14 key “growth principles” that both the large corporation and “solopreneur” can use to scale up. Asserting that, “in some form or another,” every principle can be found in each of the 21 letters issued to Amazon shareholders since 1997, Anderson begins with the intriguing “Encourage ‘Successful Failure,’ ” a point made by Bezos in explaining why he doesn’t regret high-profile flops like Pets.com. Principle 4, “Obsess Over Customers,” is illustrated by how Amazon pushed third-party merchants hosted on the site to prioritize customer care via its advocacy for “Frustration-Free Packaging.” Other principles include “Make Complexity Simple” (which led to Frustration-Free Packaging) and “Promote Ownership,” which involves the dramatic differences in mindset between an owner and a “tenant,” and the importance of getting employees to adopt the mindset of the former. Whether businesspeople can generate growth by adopting Anderson’s recommendations will have to be seen, but they should certainly enjoy the stories and observations he shares about one of the world’s most influential companies."Anderson wants businesses to know their markets so that they can dominate their markets. He wants CEOs to know where to invest to create momentum that will sustain itself (a concept called the flywheel) and above all else he wants companies to take big swings that may or may not pay off. Because if they don’t pay off, there’s always another innovation. And if they do… well, that’s how the Jeff Bezos of the world are made.For the budding entrepreneur, The Bezos Letters takes the framework of a company that took risks at every turn and even faltered at times and applies it to 14 indispensable principles that will transform your startup if applied properly.Anderson knows the value of a calculated risk; reading this book is hardly a risk in itself. If you do pick it up, though, and your business grows into a powerhouse like Amazon, be sure to always remember the “early days.” - Jeff Daugherty, BookTrib