选择
I believe that every single event in life happens in an opportunity to choose love over fear.
As you become more clear about who you really are, you'll be better able to decide what is best for you - the first time around.
杰夫·贝索斯接受了莱克斯·弗里德曼的播客采访
杰夫·贝索斯接受了莱克斯·弗里德曼的播客采访
1998年：贝索斯致股东信《保持对客户的恐惧》
2001：贝索斯致股东信《我们始终坚持现金流为王》
2002年：贝索斯致股东信《同时提供领先世界的用户体验，和价格最低的产品》
2003年：贝索斯致股东信《寄希望于通过为客户提供最大的价值，从而创造更长远的利润》
I will hazard a prediction. When you are 80 years old， and in a quiet moment of reflection narrating for only yourself the most personal version of your life story， the telling that will be most compact and meaningful will be the series of choices you have made. In the end， we are our choices. Build yourself a great story.
Will you be clever at the expense of others， or will you be kind？
When it's tough， will you give up， or will you be relentless？
Will you choose a life of ease， or a life of service and adventure？
I was working at a financial firm in New York City with a bunch of very smart people， and I had a brilliant boss that I much admired. I went to my boss and told him I wanted to start a company selling books on the Internet. He took me on a long walk in Central Park， listened carefully to me， and finally said， "That sounds like a really good idea， but it would be an even better idea for someone who didn't already have a good job." That logic made some sense to me， and he convinced me to think about it for 48 hours before making a final decision. Seen in that light， it really was a difficult choice， but ultimately， I decided I had to give it a shot. I didn't think I'd regret trying and failing. And I suspected I would always be haunted by a decision to not try at all. After much consideration， I took the less safe path to follow my passion， and I'm proud of that choice.
How will you use these gifts？ And will you take pride in your gifts or pride in your choices？
What I want to talk to you about today is the difference between gifts and choices. Cleverness is a gift， kindness is a choice. Gifts are easy -- they're given after all. Choices can be hard. You can seduce yourself with your gifts if you're not careful， and if you do， it'll probably be to the detriment of your choices.
Cleverness is a gift， kindness is a choice.