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History

Bezos

How Jeff Bezos trained billions to click without thinking and built Amazon into a planetary-scale behavior modification engine.

19 min read11 sections3,362 wordsFree online

Excerpt

CHAPTER ONE Origin Scan BORN IN 1964. Raised by a Cuban immigrant stepfather who adopted him. Spent summers on his grandfather’s ranch in Texas, fixing machinery, tinkering, and repairing whatever broke. He went to Princeton, started in physics, and pivoted to electrical engineering and computer science. He graduated, took a prestigious Wall Street job at D. E. Shaw., wore suits, and smiled small. Then he saw the internet. Not as a novelty, but as an inevitable tsunami. He wasn’t first. He wasn’t loud. But he was right. Jeff Bezos left that hedge fund with a wife, a Honda, and a business plan sketched in the car while driving cross-country. His idea? Sell books. Online. Not sexy. Not...

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