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Every great company has a lucky break.
Apple had its second chance when Steve Jobs returned. Google bought YouTube before video took over the internet. But when it comes to the biggest stroke of business luck in history, Jeff Bezos believes Amazon Web Services (AWS) takes the crown.
For seven unbelievable years, AWS had zero serious competition. That kind of head start never happens. In business, if you create something innovative, you usually get a two-year advantage before competitors swarm in. But AWS? Seven years.
How did this happen? And what can entrepreneurs learn from this rare moment in tech history?
Amazon’s Accidental Goldmine
In the early 2000s, Amazon was growing fast. But with rapid growth came technical chaos—developers in different teams were constantly struggling to get the computing power they needed.
So Amazon built an internal solution—a way to provide computing resources on demand. They soon realized something big: if Amazon had this problem, thousands of other companies probably did too.
And just like that, AWS was born.
They spent years building it in secret. When they launched in 2006, nobody took them seriously.
Enterprise software giants like IBM, Microsoft, and Oracle looked at Amazon and thought, "They're just an online bookstore. What do they know about cloud computing?"
And that arrogance gave Amazon the biggest first-mover advantage the tech world had ever seen.
When Competitors Are Asleep, You Build a Fortress
Imagine starting a business and not having serious competition for seven years. That’s like opening a coffee shop and Starbucks, Dunkin’, and every local cafe ignoring you completely.
That’s what happened with AWS.
By the time Microsoft and Google finally realized what was happening, AWS was light-years ahead. It had built thousands of features, secured major clients, and dominated the market. Even today, AWS remains the backbone of the internet, powering Netflix, Airbnb, Zoom, and millions of businesses worldwide.
This is a rare lesson in business:
If you find yourself with a head start, don’t waste it.
Instead of waiting for competitors, run as fast as possible and build a lead they can never catch up to.
The Man Who Built an Empire While Everyone Laughed
AWS wasn’t the only time someone took advantage of an ignored opportunity. Let’s talk about a legend most people don’t know—Herman Hollerith.
In the 1880s, Hollerith invented the first punch-card computer system. It was designed to process census data, which normally took eight years to complete. His machine could do it in just a few months.
But at the time, nobody thought it was a big deal. Government officials and businesses ignored him for years.
So Hollerith kept refining his invention, building it into an essential business tool. Eventually, he merged his company with two others, forming International Business Machines—better known as IBM.
IBM went on to dominate computing for the next hundred years, all because one man saw an opportunity before anyone else did.
Just like AWS.
The Art of Spotting an Uncontested Market
So, how do you find a space where no one is competing?
1. Solve Your Own Problem First
AWS existed because Amazon itself needed it. Many great businesses—from Slack to Dropbox—started as internal tools before becoming billion-dollar products.
2. Don’t Be Afraid to Look Like an Outsider
Amazon wasn’t seen as a serious software company, just like Herman Hollerith wasn’t seen as a serious business mogul. But that outsider status gave them time to build an unstoppable advantage.
3. Move Fast Before Others Realize the Opportunity
If you ever find yourself in a business with no competition, don’t slow down. Double down. Expand, innovate, and build as much as possible before competitors wake up.
Final Thought: Business Luck Favors the Bold
Yes, AWS had incredible luck, but it wouldn’t have mattered if Amazon hadn’t taken full advantage of it.
Opportunities are everywhere—but most people ignore them.
The question is: When you see one, will you act before the world catches on?
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