Amazon Prime is a great example of the tremendous value you can unlock by ruthlessly applying the principles of customer obsession and long-term thinking to a problem—in this case, increasing revenue growth. To do so, we had to accept the fact that the current logistics infrastructure we had painstakingly built over the years, though doing reasonably well at the time, wouldn’t cut it in the long run. We had to change the expected payback period of our decision from the next quarter or two to five or even seven years ahead. Given that focus on the customer experience and our willingness to
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