想要得到10倍好的结果，应该通过表扬好的行为而不是惩罚坏的行为。这在儿童和动物身上尤其明显。

爱不是占有，而是欣赏。

2000年：贝索斯致股东信《即使在最残酷的时期，也将努力把公司打造更具“重量”》

A person must go through hard work to achieve something.

We want to build technology that everybody loves using, and that affects everyone. We want to create beautiful, intuitive services and technologies that are so incredibly useful that people use them twice a day. Like they use a toothbrush. There aren’t that many things people use twice a day.