The charismatic founder speaks in a characteristic dialect: yogababble. That’s our term for abstract or spiritual-sounding language in IPO’s S-1s, a company’s formal disclosure before going public. Besides listing the required financial disclosures, the company amplifies the yogababble with the power of the corporate communications executive. This is an affliction at real companies (according to LinkedIn, there are more corporate comms personnel working for Bezos at Amazon (969) than journalists working for Bezos at The Washington Post (798)), but it becomes a core competency at the
...more
