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One Click: Jeff Bezos and the Rise of Amazon.com, by Richard L. Brandt
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Amazon’s business model is deceptively simple: Make online shopping so easy and convenient that customers won’t think twice. It almost can be summed up by the button on every page: “Buy now with one click.”
Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the founder and CEO, whose unique combination of character traits and business strategy has driven Amazon to the top of the online retail world. Richard Brandt charts Bezos’s rise from computer nerd to world-changing entrepreneur.
Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon’s ongoing evolution is a case study in how to reinvent an entire industry, and one that businesses today ignore at their peril.
- Sales Rank: #95300 in Books
- Published on: 2012-12-31
- Released on: 2012-12-31
- Original language: English
- Number of items: 1
- Dimensions: 7.00" h x .60" w x 5.00" l, .40 pounds
- Binding: Paperback
- 240 pages
Review
“Richard Brandt compellingly profiles one of the greatest Internet executives of the era.”
—Stephen Leeb, author of The Oil Factor and Red Alert
“Brandt is an award-winning magazine writer and he has the classic U.S. journalist’s approach—meticulously researched and with breathless, pithy commentary . . . a good story well told. If you want to understand the Bezos phenomenon, this is an easy and efficient way to do it—just like shopping on Amazon.”
—Management Today
About the Author
Richard L. Brandt is an award-winning journalist who has been writing about Silicon Valley for more than two decades. He is well known throughout the technology community as a former correspondent for BusinessWeek, where he won a National Magazine Award. He lives in San Francisco. Visit richardbrandt.com
Most helpful customer reviews
90 of 99 people found the following review helpful.
Overall a good book, but falls short on depth
By FreeSpirit
I guess it really depends on how much you already know about Jeff Bezos and the history of Amazon - that will probably determine whether you enjoy the book, IMHO. I knew very little, so I got a good, quick oversight into Jeff Bezos as a businessman, and into Amazon's early days. It discusses his strengths and questions his weaknesses as a business leader quite extensively. The traits that made him successful are probably his acute decision making abilities (why he chose books instead of CDs at first, why Seattle over CA, etc), long-term perspective, and a unique ability to execute decisions to precision.
Both sides of Amazon's book business - customers who want lower prices, and publishers who want to keep authors in business, are discussed at length. Amazon may have been portrayed, willingly or unwillingly, in a poor light here. I think Amazon is doing what is right by their customers and what any business would do in order to keep a competitive edge in the marketplace. It's a free market economy and any company is welcome to step in and help publishers get a higher price if they are able to do so - Amazon is not stopping them. There are two sides to the debate, both sides with their own merits, but I think the author spends more time on Amazon's ruthless negotiations with publication houses.
While there is lengthy discussion about the early days of Amazon, the ongoing battles with publishers, and Blue Origin, not much has been discussed about the current market Amazon is operating in and its projected path forward. Cloud computing, for example, is discussed only fleetingly.
The book reveals nothing new in itself, except maybe the early years of Bezos that I wasn't familiar with. If you're reading about the history of Amazon for the first time or know little about the subject, this book is probably a great starting point because it puts together bits and pieces of information that are fragmented all over the internet. However, the book seems to lack thoughtful analysis or insight into the company that would blow readers away. It's cut and dry from that perspective. Reading it on the Kindle, I didn't keep track of when the book would end, but when I realized that it had ended, I was puzzled, it felt incomplete. Sort of like eating an appetizer and realizing that that is it, there is no main course on the way.
88 of 97 people found the following review helpful.
Shallow and Lazily Written
By Michael S. Ellman
I worked at Amazon for several years and have quite a lot of respect for the company and Bezos. This book doesn't do either justice. It's a tiny, large-margin book that has hardly anything you couldn't find by looking over a handful of shallow old Time magazine articles. Only a few people are interviewed, and hardly any information is given about what it's really like being in the company. The first thing I did when I got the book was to look in the index for the names of influential people I knew. Almost none of them was mentioned. Instead, the book quotes a couple early contributors repeatedly and then rehashes well-known stories. Even the quotes from the couple people I mentioned are so lacking in insight that I wonder whether they come from quickly written e-mails responses instead of face-to-face interviews. This reads to me like something rattled off in a week with hardly any research. I want to compare it to 'In the Plex' which is a terrific book about Google. The author of that book spent a huge amount of time in the company, had access to numerous important past and present employees, and gave you a great sense for Google's history and what it's like to work there. 'One Click' is a lazily written book that offers no insights, no new information, and pretty bad writing. I hope someone does a better job with this story someday.
61 of 72 people found the following review helpful.
Not a Bio. Very high level, lightly insightful book
By A Medlin
This book came recommended along side Isaacson's Steve Jobs. This is NOT, by any means, a biography, or ANYWHERE CLOSE to the level of insight Isaacson puts in to his book. The only reason this book receives 2 stars, and not 1, is that it does not claim to be a bio.
It is, at best, a high level overview of 'stuff' around the growth of Amazon.com. It jumps back and forth, and doesn't provide any in-depth analysis or research. In addition, it seems that the book is based completely on secondary research. It doesn't appear that any more than a handful of people directly participated in any form of primary research for the book, and pretty much all the quotes by Bezos were from the public domain.
If the author was talking about the "rise of Amazon.com", a more 'timeline'-based approach would have been good to have. The book jumps around a fair bit, and really doesn't get into anything in any level of detail.
To sum this book - "Bezos is ambitious. He started with books. He made a loss. The markets crashed. He focused on profits. He got into other areas. He invested in technology. He's a geek. His quarterly earnings are as follows (some basic numbers), he loves space travel." That's pretty much it, IMO. Since I got it from the Kindle Store, I cannot even resell it...
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