problem, another software team reported on its work building a subscription platform for an Amazon DVD rental business that would soon launch. Charlie was intrigued. He asked, “Why couldn’t we have customers pay an annual subscription fee that would include free shipping for a year? That would be a big win for customers. And we could stop spending so much effort reconciling fees.” Kim Rachmeler, who ran the customer service department at the time, liked the idea. “You may have something there, Charlie,” she said. “Why don’t you run with it.”3
