Dear Jeff Bezos,
Your latest financial earnings report really got me thinking. Why do people buy from Amazon today? Two reasons spring to mind:
1. Because Amazon is convenient (customers know they will find everything they need, at a good price that they don’t have to spend hours comparing).
2. Because Amazon is reliable (fast delivery and easy returns process).
In short, Amazon is easy and you know you won’t be disappointed. It does exactly what it says on the tin.
Differentiation is great, but it’s only necessary in a few relevant aspects. Being the first to do ‘XYZ’ may be cool, but online shopping has grown up and today people don’t buy from you because it’s cool - they buy from you because it’s easy and they won’t be disappointed.