_edited.jpg)
Jeff Bezos, the visionary founder of Amazon, built one of the most valuable companies in the world not by chasing every trend but by laser-focusing on three key ideas: low prices, fast delivery, and vast selection. Sounds simple, right? According to Bezos, simplicity is the secret.
In Bezos’ words:
“You need to identify your big ideas, and there should only be two or three of them. And then if a senior leader, the main job of a senior leader is to identify two or three important ideas, and then to enforce great execution against those big ideas.”
Photo: AP Photo/Lefteris Pitarakis
But what does that mean in practice? Let’s break it down and see how Amazon’s relentless focus on a few core ideas created one of the most successful businesses of all time.
The Power of Big, Obvious Ideas
Bezos believes that big ideas should be so obvious that you don’t need to overthink them. In Amazon’s case, the three pillars—low prices, fast delivery, and vast selection—were no-brainers. Customers have always wanted affordable prices, quick service, and lots of choices, and they always will.
“The good thing about these big ideas is they will be stable in time,” Bezos said. “I know for a fact that 10 years from now, customers are still gonna like low prices.”
This stability is key. Companies often waste time chasing trends that burn out in a few months. Bezos knew that focusing on what customers will always value creates a flywheel effect—momentum that keeps spinning as long as you stay true to your core ideas.
Amazon’s Flywheel: How Three Ideas Became a Machine
Bezos didn’t just identify three big ideas—he built a business model designed to reinforce them.
Low Prices: From its earliest days, Amazon has been obsessed with reducing costs. The company built hyper-efficient warehouses and used technology to drive down expenses. These savings were passed directly to customers, creating a cycle of trust and loyalty.
Fast Delivery: Amazon’s Prime program revolutionized the idea of two-day shipping. Customers loved it, which led to more sales, which gave Amazon more revenue to reinvest in faster logistics.
Vast Selection: Bezos aimed to build “the everything store.” By offering an ever-expanding range of products, Amazon attracted more customers, which encouraged more sellers to join the platform, further expanding selection.
Each of these ideas feeds into the others. Low prices lead to more customers. More customers mean more sales, which helps fund faster delivery. Faster delivery attracts even more customers, who appreciate the convenience and the massive product selection.
It’s a self-reinforcing loop—Amazon’s flywheel—that turns faster and faster over time.
An Example from Amazon’s Early Days
In the early 2000s, Amazon wasn’t the giant it is today. The company was still trying to prove itself. At the time, many companies were getting distracted by the dot-com bubble’s shiny new ideas. But Bezos stayed focused.
One of Amazon’s biggest moves was the launch of Amazon Prime. Competitors thought the idea of free two-day shipping was crazy—it would be too expensive and unprofitable. But Bezos saw it as a way to double down on his three big ideas. Prime would make prices feel even more valuable and cement Amazon as the go-to store for convenience and selection.
Customers loved it. Prime became a cornerstone of Amazon’s strategy, and it’s now a major reason the company dominates e-commerce today.
The Challenge of Staying Focused
Bezos admits that maintaining focus on obvious ideas isn’t easy. Distractions are everywhere. Companies can be tempted by new technologies, flashy marketing campaigns, or opportunities to diversify. But Bezos’ advice is clear: always come back to your core ideas.
“It’s very hard to maintain a firm grasp of the obvious at all times,” Bezos said. “So little things can distract you from the obvious. But you have to back up and say, these are the three big ideas.”
Applying Bezos’ Strategy to Your Business
Whether you’re running a startup or managing a small team, Bezos’ strategy can help you stay focused and grow sustainably. Here’s how to put his advice into action:
1. Identify Your Three Big Ideas
Ask yourself: What are the three things your customers will always want? Think beyond trends and focus on long-lasting truths. For example, if you’re running a restaurant, your big ideas might be quality ingredients, fast service, and a welcoming atmosphere.
2. Build Systems to Reinforce Your Ideas
Once you know your big ideas, design your business model around them. If “convenience” is a core idea, invest in technology that makes ordering easier. If “community” is a big idea, prioritize customer engagement and feedback.
3. Stay Relentless
It’s easy to get distracted by new opportunities or trends. But to succeed long-term, you need to stay disciplined. Keep asking yourself: Are we staying true to our big ideas?
Final Thought: The Simplicity of Success
Jeff Bezos didn’t build Amazon by chasing every new trend. He built it by focusing on three simple, obvious ideas that customers would always value. And he didn’t just identify these ideas—he made sure Amazon executed on them with ruthless precision.
So, take a page from Bezos’ playbook. Find your big ideas. Build your flywheel. And then spin it as fast as you can. As Bezos himself put it:
“Figure out what the big ideas are and just spin up flywheels.”
It’s the key to long-lasting success.
Ready to identify and execute your big ideas? Subscribe to our newsletter for weekly insights, tips, and stories to help you stay focused and achieve your goals!
Watch Jeff Bezos:
Commentaires