Most companies began before Amazon built their success on one brilliant innovation they made a long time ago. After that super-lucky and destiny-defining moment, many shied away from ground-breaking inventions, and seemed complacent with minor improvements afterwards, here and there, year after year, and sometimes limited to only the packaging.
On this front, Amazon has surprised us all. Amazon’s invention machine is continuous, accelerating, and aimed at generating ground- breaking, game-changing, and customer behavior-shaping inventions that create new market spaces and economic opportunities of massive magnitude.