As I spoke to the staff at Amazon, I reminded them that the application wasn’t just software, but contained an ever-changing river of content produced by their network of suppliers, enhanced by reviews, ratings, and other contributions from their vast network of customers. Those inputs were then formatted, curated, and extended by their own staff in the form of editorial reviews, designs, and programming. And that dynamic river of content was managed, day in and day out, by all of the people who worked for Amazon. I remember saying “All of you—programmers, designers, writers, product managers,
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