Van Ha, Public domain, via Wikimedia Commons
Why we think Jeff Bezos is a Type 3
Goal-oriented and ambitious. Bezos has achieved remarkable success as the founder and former CEO of Amazon, turning the company into an e-commerce and technology giant. He is known for setting ambitious goals, like his Blue Origin space venture aimed at making space travel more accessible. Werner Vogels, Amazon's Chief Technology Officer, once said, "Satisfying customer needs sounds simple, but Jeff is relentless and incredibly demanding — of himself and his team. We go way beyond can-do into never-been-done-before territory."
Ruthlessly competitive. Bezos has been known to aggressively compete with rivals, sometimes leading to controversial business practices such as the alleged predatory pricing strategy Amazon used to dominate e-commerce. According to journalist Brad Stone in his book "The Everything Store," Amazon developed a strategy called the "Gazelle Project" to target smaller competitors who lacked the resources to compete with Amazon. Bezos reportedly said, "Amazon should approach these small publishers the way a cheetah would pursue a sickly gazelle." This strategy exemplifies his ruthlessness in business when dealing with competitors.
Ruthless negotiator. Dispute with Hachette Book Group. In 2014, Bezos led Amazon into a bitter dispute with Hachette, a major publisher. Amazon tried to negotiate better terms for e-book pricing, and during the dispute, they slowed down sales of Hachette books, raised prices, and removed the pre-order function for some titles. While Amazon eventually reached an agreement with Hachette, Bezos' tactics during the dispute were seen as hardball and anti-competitive by some.
Relentless work culture. Reports have surfaced about Amazon's intense work culture, with employees revealed to be facing high-pressure environments and unrealistic expectations. This points to Bezos’s prioritization of results and efficiency above people's well-being.
Intense focus on efficiency. Bezos implemented the "Two Pizza Rule" at Amazon, which states that teams should be small enough to be fed by two pizzas.
Thinking big in pursuit of goals. Jeff Wilke, ex-CEO of Amazon's World Consumer division, once told Business Insider, "He (Bezos) is the most effective person I've worked with when it comes to driving big ideas across the company… He has an ability to take an idea that's relatively small and imagine it much bigger."
Adaptability in pursuit of success. Bezos has demonstrated adaptability in various business ventures, from e-commerce to cloud computing, artificial intelligence, and space exploration.
Image-conscious. Bezos has been known to focus on his image and personal brand, evident in his transformation from a more reserved appearance to a muscular, confident demeanor.
Emphasis on metrics and the customer obsession. Bezos has always emphasized the importance of using data and metrics to drive decision-making at Amazon. He also hammers home the idea that customer satisfaction is the driving force behind Amazon's success.
10,000-year clock project. Bezos funded the construction of a 10,000-year clock, an ambitious project designed to promote long-term thinking. This visionary endeavor showcases his drive to leave a lasting legacy.
Blue Origin. Bezos's space venture, Blue Origin, and his own trip to space in 2021 drew significant media attention and is another indication of his drive to leave a legacy.
Jeff Bezos quotes that show he is a Type 3
"A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well."
"If you're not stubborn, you'll give up on experiments too soon. And if you're not flexible, you'll pound your head against the wall, and you won't see a different solution to a problem you're trying to solve."
"If you decide that you're going to do only the things you know are going to work, you're going to leave a lot of opportunity on the table."
"The common question that gets asked in business is, 'Why?' That's a good question, but an equally valid question is, 'Why not?'"
"Work hard, have fun, make history."
"Your brand is what other people say about you when you're not in the room."
"We've had three big ideas at Amazon that we've stuck with for 18 years, and they're the reason we're successful. Put the customer first. Invent. And be patient."
"In the end, we are our choices. Build yourself a great story."
"One of the only ways to get out of a tight box is to invent your way out."