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One Click: Jeff Bezos and the Rise of Amazon.com Kindle Edition
Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world.
Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains:
- Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales.
- Why Amazon zealously guards some patents yet freely shares others.
- Why Bezos called becoming profitable the "dumbest" thing they could do in 1997.
- How Amazon.com became one of the only dotcoms to survive the bust of the early 2000s.
- Where the company is headed next.
Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.
About the Author
Review
"One Click: Jeff Bezos and the Rise of Amazon.com."
... does it make Jeff Bezos, Amazon's founder, the Edison or Bell of today? The answers come in Richard Brandt's enjoyable book, One Click.
... a good story told well. If you want to understand the Bezos phenomenon, this is an easy and efficient way to do it --This text refers to an alternate kindle_edition edition.
Review
"One Click: Jeff Bezos and the Rise of Amazon.com."
... does it make Jeff Bezos, Amazon's founder, the Edison or Bell of today? The answers come in Richard Brandt's enjoyable book, One Click.
... a good story told well. If you want to understand the Bezos phenomenon, this is an easy and efficient way to do it --This text refers to an alternate kindle_edition edition.
- LanguageEnglish
- PublisherPortfolio
- Publication dateOctober 27, 2011
- File size480 KB
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Product details
- ASIN : B004IYIUS8
- Publisher : Portfolio (October 27, 2011)
- Publication date : October 27, 2011
- Language : English
- File size : 480 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 228 pages
- Best Sellers Rank: #1,076,888 in Kindle Store (See Top 100 in Kindle Store)
- #162 in Booksellers & Bookselling
- #601 in Company Histories
- #1,072 in Biographies of Business Professionals
- Customer Reviews:
About the author

I have over 20 years' experience writing about science, technology and business, currently a freelance journalist and book author. My most recent book is "One Click: Jeff Bezos and the Rise of Amazon.com (Portfolio/Penguin, October 27, 2011.) It's the story of how Jeff Bezos got started, his impact on retailers, and what he's like as an entrepreneur and a manager (tough!) I'm also author of "Inside Larry and Sergey's Brain" (Portfolio/Penguin, 2009) which was released in paperback as "The Google Guys: Inside the Brilliant Minds of Larry Page and Sergey Brin." (Do you know how few people recognize the names "Larry and Sergey" without additional info? We found out.) I'm also co-author of "Capital Instincts: Life as an Entrepreneur, Financier and Athlete" (John Wiley & Sons, 2003.)
Having written two books in which the subjects would not give me interviews (interesting that the founder of a book-selling site does not give interviews for books) and one book in which the subject had too much control over the manuscript, my next book will be one in which I have direct access to the subject AND complete control over the content.
Not that it's impossible to write a biography without the cooperation of the subject -- it just takes a lot of research and interviews with people who know him or her well -- but I want to be able to really dig into the psyche of the subject. I'd like to ask Jeff Bezos, for example, why he never gives interviews any more unless he hits the talk shows with a product to sell, like a movie star hawking his new picture. I'd like to draw Larry and Sergey into a thoughtful discussion of privacy issues, their deep thoughts on the importance of Web search engines with honest results and how they maintain it.
Executives at public companies whose policies create controversy should get out into the world and explain themselves. They shape our society and affect our lives. I mean, come on! I've interviewed Bill Gates, Andy Grove, Michael Dell, Larry Ellison, scientists and top academics extensively over the years, and I don't do hatchet jobs.
Still, the book of which I'm most proud is "The Google Guys." I spent four years on it, off and on, most often on. One blogger claimed it was a hagiography, but that's just because I refuse to attack Larry and Sergey simply because that's a popular thing to do these days. I stand behind everything in the book. Most of the reviews were terrific.
Before the internet (temporarily) destroyed the business of journalism, I was editor-in-chief and columnist for technology/business magazine Upside from 1995 to 2001. From 1981 to 1995 I was a technology correspondent for Business Week Magazine. My freelance articles have appeared in CNBC.com, L'Express, Science magazine, Technology Review, Science/Business magazine, Stanford magazine and Working Woman. The Wall Street Journal did an excerpt of "One Click."
My awards include a National Magazine Award, Deadline Club Award; Washington Monthly Award; Atlantic Monthly Award; Computer Press Association Award; Acer/Boston Computer Museum Awards; I was a Knight Science and Technology Journalism Fellow at the Massachusetts Institute of Technology in 1991, and a Science Journalism Fellow from the American Association for the Advancement of Science in 1981. I've been a speaker on programs for BBC, CNN, NPR and industry events.
I studied engineering and journalism at the University of Delaware, received a BA in biology at the University of California, Santa Barbara, and studied mathematics at Harvey Mudd college.
I live in San Francisco with my wife and daughter, dog and two cats. My hobbies include carpentry, ocean kayaking, scuba diving, gardening and running. I re-roofed my own house.
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Richard L. Brandt also spends a great deal of time talking about Jeff Bezos in particular. I loved the cute stories of Jeff's childhood and the explanation about why he is so enthusiastic about space travel. I've always known that Jeff Bezos was smart, however the information in this book about his life gave me a whole new level of respect. He is far more complex than even I imagined.
After reading this book I felt that Richard L. Brandt masterfully wove the story of Jeff Bezos' life with the history of amazon. The author also includes a chapter on the Kindle and some information about Netflix that might surprise you.
Overall I felt this book would be appreciated by reviewers, customers, business leaders and entrepreneurs. I look forward to reading other books by this author.
~The Rebecca Review
-The value of being the first one there: 'When something [the Internet] is growing 2300 percent a year, you have to move fast... A sense of urgency becomes your most valuable asset.'
-Systematic decision making by listing criteria. On finding a wife: 'The number one criterion was that I wanted a woman who could get me out of a Third World prison... Life's too short to hang out with people who aren't resourceful.'
On choosing a location for Amazon: 'It had to be a place with an established population of entrepreneurs and software programmers. He wanted a state with a relatively low population because only residents of that state would have to pay sales tax on the products he sold. He wanted a city near a warehouse run by one of the major book distributors... The city also had to be a major metropolitan hub.' Based on these criterion, he chose Seattle over NYC or Silicon Valley.
On choosing what to sell: It had to be easy to sell online, sight unseen. It had to be easily located and put into a database. Books were the perfect product to start with because unlike clothes etc their content was all interchangeable and they were already well categorized. Music was the next logical move.
-Be inventive. He listed features physical book stores thought an online store could never offer and figured out ways to address those problems: now customized book recommendations based on customer browsing and buying histories, listmania lists, book pairings, are things Amazon does better than any chain book store.
- Think big and long term. 'It was now a race: Whoever captured market share first would establish the pole position and would be difficult to pass. The mandate was now, 'Get big fast.' 'We are not profitable,' he told the NYT in 1997. 'We could be. It'd be the easiest thing in the world to be profitable. It would also be the dumbest. We are taking what might be profits and reinvesting them in the future of the business.'
- Win by out-innovating the competition. 'Whenever we have a problem, we never accept either/or thinking. We try to figure out a solution that gets both things. You can invent your way out of any box if you believe you can.' After building 'the worlds largest book store, Bezos reinvented it into an online market place that also sold music, DVDs, and eventually many different products, then invented the kindle reader, thereby adding ebooks to his business and transforming the publishing industry, also expanded his business by offering his servers as hosts so that he hosted all of Netflix's instant play videos, and is now going into the instant play business himself.
What an inspiring and exciting story! It takes a lot of courage and vision to achieve something like Amazon.
It's also an illustration of how the big publishing houses STILL don't get the powerful concept of the e-book.
Allow me to elaborate: I pre-ordered this about 2 days before the release date, Oct 27, 2011. Even though it mentions Steve Jobs several times and pits him as a major rival to the Amazon model, there was no mention of his death in early October. Nor of the announcement of the pending release of the color KINDLE FIRE in mid-November. Nor of the disappointing staging accident that Blue Origin suffered in July or August of this year. Borders' bankruptcy news was tacked onto the bottom of a couple of no longer necessary paragraphs about its financial difficulties.
Other editing issues include a lot of what, in my opinion, were simple cases of bad judgement. The author is obviously extremely conflicted on his opinion of Jeff Bezos (probably because Bezos didn't want to give him an interview) and often selected adjectives and verbs that betrayed this negative prejudice when a neutral adjective or verb would have served his purposes better ("boasted" instead of "said," etc. etc.).
A fundamental lesson every writer learns is: WRITE FOR YOUR AUDIENCE.
This is a Kindle book. Who buys Kindle books? People who shop at Amazon. And who are Jeff Bezos' A#1 Fans? Amazon customers. Sheesh! You have a built-in fan base you can tap, telling people who LOVE Amazon the story behind WHY they love Amazon. And they tell 2 friends, who tell 2 friends, and so on and so on...
So how do you "muss that up?"
Start with a couple of badly constructed opening chapters, quoting some unknown bookseller who is understandably upset at the very concept of Amazon's existence. Throw in a few statements from a disaffected, low level customer service rep. And set all this at a tempo that throws the reader off as the story starts, stops, shifts, and restarts. Painfully. Fortunately, after the first chapter or two, it did get better.
I definitely appreciate all the work that Richard Brandt did to research this piece; I think he was failed by his editors.
Quite seriously: large publishers need to learn a few lessons from Amazon. Start crowd-sourcing the editing of your books. Get 10 or so people to pre-read these books before you release them. Do you see how much valuable feedback you've already gotten from the 13 reviews already posted in the 3 days this book's been available? Now, imagine that you had this feedback BEFORE you went to press. Issues can be addressed & you can present a superior book that has the potential to be adored by the public.
And stop OLDTHINK. The Kindle edition does not have to exactly match the print edition. Update, update, update!
In Brandt's defense, he did have to construct his book from publicly available sources. I also think he did a good job of presenting somewhat dry information (with the exception of the lack of neutral adjectives) in the later chapters.
I really did enjoy learning more about Amazon's history & although I already knew quite a bit about what Amazon has done and is doing and where they're investing (admittedly, I'm just one member of one of Amazon's many subclasses of demographics, what I call an Amazon Evangelist), I can say this book taught me some new things. Overall, this was an interesting read (if you can survive the beginning stutters and stops) & I liked the specificity of the stats presented on book sales vs. other retailers, etc. For Brandt's hard legwork, I'm upping this to a 3-1/2 star rating.
Until Jeff Bezos decides to help someone write the Amazon story, I can say that this, imperfect as it may be, is your best chance at a glimpse inside what makes Jeff Bezos and Amazon tick.
P.S. I am disappointed to find that the Kindle edition has not been indexed. I wanted to fact-check my recollection that Jobs' death was not mentioned anywhere, only to find that the book is not yet searchable. :(
Top reviews from other countries
Es una lectura ligera, pero creo que vale la pena, y que ayuda a entender el espíritu de Amazon y su fundador.








