Amazon's Drone Fleet Delivers What Bezos Wants: An Image of Ingenuity

The Amazon.com Prime Air octocopter Photograph courtesy Amazon.com Inc.

In his 2010 internal “Amazon.Love” memo to senior executives, Amazon Chief Executive Officer Jeff Bezos identified a serious problem that can plague big, successful companies: They tend to be feared and, in some quarters, hated. Retailers in particular often engender anxiety as they displace smaller, sympathetic competitors and as the frugality that pervades their operations starts to look suspiciously to some like exploitation of their own workers. Bezos had an answer to the perennial big-company image problem. “Risk taking is cool,” he wrote. “Inventing is cool.”

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