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4.0 out of 5 stars NEEDS MORE FLESH ON THE BONES
A competent, informative, albeit a bit one-dimensional account of Jeff Bezos's building Amazon from nothing to the world leader in not only book sales but virtually all types of consumer products, and in the process creating a mega computer facility of boundless complexity that is used, at a cost of course, by many other unrelated concerns.

The book runs...
Published on 17 May 2013 by DOPPLEGANGER

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9 of 9 people found the following review helpful
3.0 out of 5 stars Not as bad, if you're looking for business magazine's article on 200+ pages!
Not so bad, just a far better and updated version of Business the Amazon.Com Way: Secrets of the World's Most Astonishing Web Business (Big Shots Series). I had hoped for something like an interesting biography of the company's CEO, Jeff Bezos. Instead, I had received information, mostly known and was feeling like reading a long article about successful startups in some...
Published on 26 Oct. 2011 by M. Lach


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3.0 out of 5 stars Solid but never really gets below the surface, 10 Aug. 2013
A solid journalistic treatment of the growth of amazon. Covers all the main events, and some good personal insights into the young bezos's life. But doesn't really unpack the reasons why it's been such a phenomenal success with customers or what's next.
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4.0 out of 5 stars Get inside the mind of Jeff Bezos, 31 Mar. 2013
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M. Purvis "minimarcus" (England) - See all my reviews
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If you are interested in how Amazon started, how it thinks and runs then this book is for you. I found it informative and interesting. It's not up there with In the Plex about Google though it is worth the read.
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4.0 out of 5 stars Enjoyable, 27 July 2014
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This review is from: One Click: Jeff Bezos and the Rise of Amazon.com (Paperback)
Enjoyable reading about one of the most successfull corporation of the last 20 years which actually revolutionized the way we buy,sell and read .
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5.0 out of 5 stars intriguing and insightful, 25 Nov. 2013
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This was an ok account of Jeff if not brief in a fe places

I think there was space to expand but overall informative
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5.0 out of 5 stars That's how he did it !, 28 Mar. 2013
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Fascinating story especially if like me you use Amazon a lot. Hats off to this brilliant chap ! A can't put down type of book.
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3.0 out of 5 stars Jeff Bezos - interesting mindset, 25 Jun. 2014
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It was most interesting to see how Jeff Bezos mind works and the setting up of Amazon. A bit repetitive.
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3.0 out of 5 stars Three Stars, 18 Jun. 2015
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C. Allen - See all my reviews
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This review is from: One Click: Jeff Bezos and the Rise of Amazon.com (Paperback)
Didn't find it the easiest of reads, but intersting none the less
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2 of 4 people found the following review helpful
5.0 out of 5 stars "Gradatim Ferociter" ("Step by Step, Courageously"), 15 Nov. 2011
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Robert Morris (Dallas, Texas) - See all my reviews
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This is not a comprehensive biography such as the one of Steve Jobs written by Walter Isaacson. Rather, it is an extended profile in which Richard Brandt provides a wealth of biographical information relevant to what its subtitle correctly indicates: "Jeff Bezos and the rise of Amazon.com." As for the title, it refers to patented software system (I-ware) written mostly by Paul Hartman, a programmer who joined Amazon in 1997. Bezos was determined that customers would have "something to make the ordering system frictionless...They should be able to click on one thing, and it's done." Therein lies one of the keys to the great success Amazon continues to achieve. As Brandt explains, "Jeff Bezos will do anything he can think of to make the process of using Amazon.com easier."

In this 191-page book (plus 10 pages of annotated notes), Brandt demonstrates the genius of selection and concision previously on display in his extended profile of the "Google Boys" in Inside Larry & Sergey's Brain. Most readers will learn as much as they want to know - and probably need to know - about how and why Amazon.com was first envisioned and then created by a remarkable entrepreneur whose parents fled from Cuba after Castro seized control, who spent much of his childhood on a ranch in Texas (fixing tractors and castrating cattle was "what I considered to be an idyllic childhood") and graduated from Princeton, who once hoped to become an astronaut, and who left a lucrative position and promising career in D.E. Shaw, "the most technologically sophisticated" firm on Wall Street, according to Fortune magazine at that time) and relocated to Seattle in 1994 with his wife MacKenzie, determined to start a company that sold books online.

Brandt creates a context for each of the key decisions that Bezos made, enriching the narrative with a wealth of comments of those who were personal friends or business associates with him at one tine or another. What I find especially interesting, indeed remarkable, is the fact that neither Bezos' personality nor his values seem to have changed very much since his childhood years. Brandt observes, "Jeff was born with a mind capable of tenacious focus. For example, at age three after his request to sleep in a "real bed" was denied, he dismantled his crib with a screwdriver. He graduated from Princeton Phi Beta Kappa with a degree in computer science and electrical engineering after acknowledging, "One of the great things Princeton taught me is that I'm not smart enough to be a physicist." Actually, he was but probably not smart enough to produce work worthy of a Nobel laureate.

Most of 17 chapters are devoted to a rigorous examination of what happened after Bezos arrived in Seattle with "the self-confidence if Muhammad Ali, the enthusiasm of John Kennedy, and the brains of Thomas Edison." Brandt provides a riveting account of a business success story, with Bezos obviously playing the lead role. That is how he built the company. In fact, that is how he achieved each of his prior successes. And that is how he will proceed with another project, "Blue Origin," that involves what Bezos describes as "establishing an enduring human presence in space." Once again, the Bezos business philosophy is operative: (1) obsess over customers, (2) invent and then reinvent tenaciously, (3) focus on the long term, and (4) "It's always Day One." (I selected Amazon's slogan for the title of this review.) Bezos will always strive to reach the stars and Brandt believes that someday "he may just get there." I like the odds.
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0 of 1 people found the following review helpful
4.0 out of 5 stars brilliantly told story of Jeff Bezos and Amazon, 2 Jan. 2012
The Amazon effect. Hard to ignore. It's already led to significant changes on our local high streets. Bookshops have almost vanished, and those that remain struggle for profits. Pavement footfall on a cold winter's day has been replaced by mouse clicks by the fireside.

Richard Brandt's excellent book brings to life the story of Jeff Bezos - the man, the business executive and the visionary. And it explains in wonderful details how Amazon grew from the humblest of beginnings, to be mentioned in the same breath as Google and Apple.

There are fascinating insights into Bezos's early life. It's easy to see how his self-reliant, NASA-influenced, book-filled upbringing led to such high academic achievements and a love of technology. A boundless self belief helped sling shot him into a highflying executive career and ultimately to become one of the world's most influential entrepreneurs.

Yet, it was the early Internet, and its 2,300% yearly growth, that really caught his attention. A huge business opportunity just waiting to be tapped. The result was a classic US West Coast startup story, beginning as it did with a garage, one computer, two employees, a wife and a short course on book selling.

Amazon's stellar growth was only possible by forgoing all notion of profits, cutting non-essential costs, operating with a can-do attitude and attracting the right kind of investors. A strategy that resulted in a stock market floatation after only two years, those original $18 shares yielding a company valuation of $429 million. Only one year later the shares were $105, raising the valuation to in excess of $5 billion.

Despite the problems caused by the dotcom crash, Amazon expanded into CDs, DVDs, games and a host of other marketplaces - a trend that continues today with their wildly successful Kindle ebook devices. Yet, like any natural entrepreneur Bezos is always looking for the next big thing. The groundbreaking Amazon Web Services, which provide hosting services for a multitude of other companies (even some competitors), only confirms his impressive vision and boldness.

Amazon's phenomenal success, and his own billionaire status, has allowed Bezos to indulge in very personal projects. The Blue Origin company - with its aim of safe, affordable, commercial space flights - has its roots in those early childhood dreams of space exploration and NASA achievements.

On reading this book, it's clear the success of Amazon is down to Jeff Bezos's highly individual thinking, customer-obsessed focus, unconventional management style, unshakable self-belief and undoubted entrepreneurial skills - with an occasional slice of lady luck thrown in.

It's also clear Richard Brandt has the gift of conveying considerable amounts of information with splendid clarity, while maintaining a satisfying pace and sense of movement. I for one will be reading more of his work.
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3.0 out of 5 stars Good Book, 22 Jan. 2015
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This review is from: One Click: Jeff Bezos and the Rise of Amazon.com (Paperback)
Good Book, helped me with an essay
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One Click: Jeff Bezos and the Rise of Amazon.com
One Click: Jeff Bezos and the Rise of Amazon.com by Richard L. Brandt (Paperback - 2 Aug. 2012)
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