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

Bezos’s obsession with customers didn’t always lend itself to a fruitful design process. A failed collaboration with Motorola is a case in point. Bezos famously began product work by having his employees write press releases about a new product or feature before it even entered development. It’s a way of backing into product development but ending somewhere that would hopefully ensure consumer interest and satisfaction.

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

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