What I learned from rereading Jeff Bezos' Shareholder Letters (for the 3rd time!) Read Jeff's letter in book form: Invent and Wander: The Collected Writings of Jeff Bezos or for free online: Amazon Investor Relations—This episode is brought to you by: Tiny: Tiny is the easiest way to sell your business. Quick and straightforward exits for Founders.—Follow one of my favorite podcasts Invest Like The Best  Subscribe to listen to Founders Premium — Subscribers can now ask me questions directly which I will answer in Ask Me Anything (AMA) episodes [2:30] Amazon hopes to create an enduring franchise[3:00] Because of our emphasis on the long term, we may make decisions and weigh trade-offs differently than some companies.[4:00] We will continue to focus relentlessly on our customers.[4:00] We will work hard to spend wisely and maintain our lean culture. We understand the importance of continually reinforcing a cost-conscious culture.[4:00] We set out to offer customers something they simply could not get any other way.[5:00] Word of mouth remains the most powerful customer acquisition tool that we have.[5:00] We are working to build something important, something that matters to our customers, something that we can all tell our grandchildren about. Such things aren't meant to be easy.[6:00] "To read Bezos’ shareholder letters is to get a crash course in running a high-growth internet business from someone who mastered it before any of the playbooks were written." — From CB Insights[7:00] Common themes repeated in Jeff’s letters:more innovation is ahead of usit is still early — the opporunity —if we execute well — is enourmouswe will move quicklywe will endure. amazon will be a durable long lasting companywe will focus on cash flowonce in a lifetime opportunities will be risky (jeff gave himself a 30% chance of success at best)customer obsession is our north star. it is what we will bet the company on.BOLD frugal lean culture that sam walton would approve ofthis will be hard — all valuable things arewe will have to learn along the way[8:00] Sam Walton: Made In America by Sam Walton. (Founders #234)[11:00] I would love to ask Jeff the question, “If you could only have one word to describe you on your tombstone, what would it be?” My guess is he would pick “relentless.”[16:00] We believe we have reached a "tipping  point," where this platform allows us to launch new ecommerce businesses faster, with a higher quality of customer experience, a lower incremental cost, a higher chance of success, and a faster path to scale and profitability than any other company. (A company that builds companies)[17:00] Made in Japan: Akio Morita and Sony by Akio Morita. (Founders #102)[19:00] We will continue to invest heavily in introductions to new customers. Though it's sometimes hard to imagine with all that has happened in the last five years, this remains Day 1 for ecommerce, and these are the early days of category formation where many customers are forming relationships for the first time. We must work hard to grow the number of customers who shop with us. (He was right about this — what is the lifetime value of an Amazon customer over 17 years?)[21:00] To us, operational excellence implies two things: delivering continuous improvement in customer experience and driving productivity, margin, efficiency, and asset velocity across all our businesses.Often, the best way to drive one of these is to deliver the other.For instance, more efficient distribution yields faster delivery times, which in turn lowers contacts per order and customer service costs. These, in turn, improve customer experience and build brand, which in turn decreases customer acquisition and retention costs.[22:00] Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs by Ken Kocienda (Founders #281)[24:00] Jeff Bezos on The Electricity Metaphor for the Web's Future[27:00] Repeat this loop: Focus on cost improvement makes it possible for us to afford