"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."
"We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term."
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Source: The Everything Store: Jeff Bezos and the Age of Amazon. Book by Brad Stone, October 15, 2013.
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