Then in April 2012, Bezos convened the S-team at Willows Lodge in Woodinville, Washington, about a half hour northeast of Seattle, for their annual off-site retreat. Each executive was asked to bring a one- to two-page memo that contemplated a significant new opportunity for Amazon. Herrington had joined the vaunted leadership council a year before, and his blunt memo would resonate inside the S-team for years. Even its title was provocative: “Amazon’s Future is CRaP.”
