Inside Jeff Bezos’s failed attempt to make Amazon “cool” like Apple and Nike

Amazon can squeeze a lot into a box.Jared Ficklin was part of a secret team at a prominent design firm tapped with helping design and develop a watershed device from Amazon, the Fire Phone. The Fire Phone was going to be Amazon’s arrival in the design world. The Kindle was a breakthrough e-book…

Link: Inside Jeff Bezos’s failed attempt to make Amazon “cool” like Apple and Nike
via http://www.fastcompany.com

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