It seems Amazon’s founder and driving force Jeff Bezos really does have a competitive ace up his sleeve.
It’s one we could copy… if we only had a large dose of daring swashbuckler in our DNA.
And a small cut from Bezos’ personal $85 billion bankroll wouldn’t hurt, either.
But think about it.
Nearly half of every retail sale that occurs online in the U.S. today involves Amazon.
So the guy must know what he’s doing.
Now can you guess the #1 quality that makes Jeff Bezos and Amazon unbeatable?
I tried without success.
Here’s what I tossed out:
• low prices
• large selection of products
• knowing my interests
• decent packaging
• order tracking
• speedy delivery
• having a “partner” incentives
• providing a % kickback to non-profits
• immediate email notifications
• lots of peer reviews
• great customer service
• Amazon Prime membership
• a quality self-publishing division
It’s too bad none of these make up Amazon’s #1 competitive difference-maker, however.
It would’ve fun to win a prize and brag to you about it.
But nope –
all I can do is pass along what I heard a researcher say in a recent podcast.
He said the #1 quality that makes Jeff Bezos (Amazon) unbeatable is his total “willingness to lose now” in order to “win later.”
The vast majority of leaders and organizations do not have the wherewithal to do this.
Jeff Bezos is comfortable with losing – and is comfortable with it long enough – until eventually (lo and behold!) he finds himself standing all alone in the winner’s circle.
Now tell me.
Would you have guessed the #1 quality supporting Jeff Bezos’ and Amazon’s competitive advantage had to do with “losing” and being strategically comfortable with it?
I sure didn’t.
The whole losing to win thing was never even on my radar.
For you see, whenever I lose something – money, my keys, my scribbles with a big idea, my will to diet, or my hope for the Tigers – I’ll go to the nth degree pretending it never happened!
Which certainly is a pretty crummy response on my part, especially after you compare my results to those of Bezos.
So given this reality, I wish you a fantastic “lose to win” weekend!
I really do.
But I gotta tell you.
Despite Amazon’s success, I’m still a little uneasy about this entire concept.
So if a “TIE” comes my way on Saturday or Sunday – I’m going to call it good and quit.
Prior to launching SCN I was the communications director for Holland Public Schools in Holland, Michigan for 20 years. The challenges for in-the-trenches school communicators are many – and if I can help you in any way, give me a call. I'm a former teacher and I've managed more than 100 election campaigns of all types and sizes over the years. (I was even featured in the Wall Street Journal... a very, very slow news day, no doubt!) I created the School Communicators Network because I believe the noble purpose of education deserves the best marketing and PR possible. And there's a lot of talent and expertise we can tap into! I'm also convinced we can support each other while remaining human and having fun, too. You can reach me at firstname.lastname@example.org.