1. Brandt, R. L. (2011). One Click: Jeff Bezos and the Rise of Amazon.com (p. 214). New York, NY: Portfolio / Penguin. ISBN: 978-1-59184-375-7.
  2. © 2012 Perusalocity. All rights reserved. Perusalocity Book Reviews and Mind Maps by Misty Guard (a/k/a Perusalocity Girl) is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. Permissions beyond the scope of this license may be available at http://perusalocity.blogspot.com/.
  3. Speed Reading Stats (h:mm:ss) 1st Read: 0:02:17 = 24,239 words/minute 2nd Read: 0:02:22 = 23,386 words/minute 3rd Read: 0:02:35 = 21,424 words/minute Mind Map Stats (h:mm:ss) 1:36:15 Total Time: (h:mm:ss) 1:43:29
  4. One Click is Not Enough (Ch.1)
    1. Philosophy
      1. Make everything easier
      2. Be friendly to customers
    2. Customer service view
      1. Focused on email
      2. Lack of telephone communications
    3. Early Days
      1. Not able to live up to shipping date promises
        1. Refunded the costs
      2. Ok to place books generating a higher profit higher in the list
    4. Information collecting
      1. Purchased PlanetAll
        1. Tracking information about people, book purchases, tastes, foibles, etc.
    5. Divisions
      1. Out-of-print Division
      2. Best-seller lists
      3. Editorial Division
    6. Technology
      1. 1-click software
        1. Patent battle
          1. Lasted for a decade
          2. Resolved in 2005
        2. Process patent
          1. September 1999 by USPTO
      2. Look inside the Book
    7. Bezos' qualities
      1. Keen intellect
      2. Drive to succeed
      3. Innate stubbornness to point of absurdity
  5. Portrait of the Entrepreneur as a Young Man (Ch.2)
    1. Texas roots back to the 19th century
    2. Experience as a ranch hand helped with entrepreneurial drive
    3. Attended Princeton
  6. Jeff Gets a Job (Ch.3)
    1. 1st job = Fitel
      1. Moved up very quickly to manager-level
      2. Programmer management
    2. 2nd job = Bankers Trust
      1. Asst. VP
    3. 3rd job = D.E. Shaw
      1. VP in 1990 @ 26
  7. Jeff Discovers the Internet (Ch.4)
    1. Started a business due to market growth not passion
    2. Focus on one market, then grow into other markets
    3. Critieria
      1. 1. Familiar Product
        1. Pick something everyone knows
      2. 2. Large Market Size
        1. Pick a large market
        2. Look for minimal market fluctuations
      3. 3. Competition
        1. Look for a smaller number of direct competitors
        2. Do it differently
      4. 4. Acquiring Inventory
        1. Make sure you can get your product quickly and easily
        2. Make sure there are existing distributors
      5. 5. Creating a database
        1. Find a way to easily incorporate your inventory into a single system
      6. 6. Discount Opportunities
        1. Order from a distributor without making inventory
      7. 7. Shipping Costs
        1. Incorporate this into the business model
          1. Expensive or cheap
      8. 8. Online Potential
        1. Online programs can sort large amounts of data
  8. Three Nerds and an Accountant (Ch.5)
    1. 1. Find good people
      1. Personal networks were key
    2. 2. Location is key for hiring
      1. Software Programmers
      2. Entrepreneurs
      3. Close to a large distributor
    3. 3. Have a good name
      1. Cadabra was the orignal
      2. Changed to Amazaon
        1. Due to "A"
        2. World's largest river
    4. 4. Business plan
      1. Yeah, he started without one of those
      2. He didn't need the money right away anyway
  9. How to Build a Better Bookstore (Ch.6)
    1. Relied on open source software
      1. UNIX operating system
      2. C and Perl languages
    2. Database development
      1. Oracle general-purpose system
        1. Used DBM to develop
      2. Other systems did not integrate easily
    3. Payment System
      1. Accept all payment forms to begin with
      2. CC Motel
        1. Credit card numbers are never kept on a computer connected to the internet
    4. Ordering System
      1. Email-based system
    5. Simplistic to Today
      1. Few graphics in the beginning
  10. Growing Pains (Ch.7)
    1. Use minimal money for office equipment
    2. Orders started when the site launched
      1. Various problems
        1. Customers could order "-" books; Amazon would submit a refund to their card
    3. Didn't have enough staff at first
    4. Recommendations
      1. Human editors recommending books based on past purchases
      2. Allowed customers to leave comments/editorials
        1. Bad reviews or good reviews could be left
    5. Try unusual tactics
    6. Listen to the customer
      1. Selection
      2. Convenience
    7. Associates program
      1. Allows people to link to the Amazon site for a purchase
      2. Patented by Aamzaon
  11. Money to Burn Through (Ch.8)
    1. Reinvested his money into the company instead of taking profits
  12. Growing Up (Ch.9)
    1. Marketing, marketing
      1. 1996 = stepped up the marketing efforts
      2. 2009 = $600 million in advertisting
    2. Unusual bedfellows
      1. Hire the best; continually raise the bar
    3. Unusual work environment
      1. Flexible
      2. Non-traditional work schedules
    4. Warehouse Development
      1. Venture into warehouses and distribution center
      2. Hired from Wal-mart
  13. Who You Calling a Bookstore? (Ch.10)
    1. IMDb (Internet Movie Database)
      1. For future CD sales
    2. PlanetAll
      1. Internet-based address book and calendar system
    3. Junglee
      1. Shopping comparison site
    4. Evolved into Amazon Marketplace
  14. The Crash (Ch.11)
    1. Warehouses were underutilized
    2. Stock plummeted
    3. Changed focus to make a profit
      1. Building and Running websites for other businesses
  15. Bezos Bets Big on the Kindle (Ch.12)
    1. Lab126
      1. Developed the Kindle
      2. Owned by Amazon.com
    2. Not the 1st to offer eBooks
      1. Too many flaws in the beginning
    3. Unique display
      1. e-ink display
    4. Leads the market on e-readers
    5. Betting on Google not transitioning into retail
    6. Amazon Prime
  16. Is Amazon Killing the Bookstore (Ch.13)
    1. Barnes & Noble has to close locations
    2. Competitors think Bezos is ruthless
    3. Other retailers
      1. Wal-mart, etc.
    4. Bezos View
      1. Low prices and new technology broaden the market, lower costs, and enable more purchases
    5. Amazon's View
      1. Uses tactics to keep publisher's prices low
      2. No tax in states without a physical presence
    6. Print-on-Demand
      1. Self-published authors
      2. Must be printed at Amazon CreateSpace Organization
  17. A Cool Guy with a Funny Laugh (Ch.14)
    1. Concerned about his public image
    2. Infectious enthusiasm for Amazon.com
    3. Understands technology nuances
  18. But What Kind of Manager is He? (Ch.15)
    1. Demanding, micro-manager
    2. Hyperactive
    3. Not very empathetic
    4. Goofy, light side too
      1. Sense of camaraderie
    5. Cheap on many matters
  19. Head in the Clouds (Ch.16)
    1. Amazon Web Services
      1. Distribute content for other companies
    2. Cloud Drive
      1. People can store files on Amazon's computer system
  20. Step by Step, Courageously (Ch.17)
    1. Blue Origin
      1. Space travel company
      2. Received a NASA grant for an astronaut escape system
    2. Rules for Success
      1. 1. Obsess over customers
      2. 2. Invent; reinvent tenaciously, until you GET IT RIGHT!
      3. 3. Focus on long term
      4. 4. "It's always Day One!"