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We like to all imagine ourselves as innovators. As people who, if given the perfect formula of inspiration and time, could come up with ideas that are not only impactful, but profitable. There’s the sort of “entrepreneurial spirit” that is drilled into most American’s at birth. Perhaps no better example of this is the world’s richest man, Jeff Bezos. Not merely content to be the world’s foremost distributer of books you’re too embarrassed to buy publicly (I’m looking at you, 50 Shades of Grey), Bezos and his Amazon brand now own Whole Foods, the Washington Post, most of the Seattle skyline, and several key pieces of personal information thanks to their Ecco products.
But what if that just…never happened? What if Bezos was simply content to sell books, and realized he could continue to hone his craft doing what he was already doing really well. What would happen to Bezos? What would happen to Amazon? And what would happen to us?