COLIN BRYAR STARTED AT AMAZON IN 1998; BILL CARR JOINED IN 1999. THEIR TIME AT AMAZON COVERED A PERIOD OF UNMATCHED INNOVATION THAT BROUGHT PRODUCTS AND SERVICES INCLUDING KINDLE, AMAZON PRIME, AMAZON ECHO AND ALEXA, AND AMAZON WEB SERVICES TO LIFE. THROUGH THE STORY OF THESE INNOVATIONS THEY REVEAL AND CODIFY THE PRINCIPLES AND PRACTICES THAT HAVE DRIVEN THE SUCCESS OF ONE OF THE MOST EXTRAORDINARY COMPANIES THE WORLD HAS EVER KNOWN, FROM THE FAMOUS 14-LEADERSHIP PRINCIPLES, THE BAR RAISER HIRING PROCESS, AND AMAZON’S FOUNDING CHARACTERISTICS: CUSTOMER OBSESSION, LONG-TERM THINKING, EAGERNESS TO INVENT, AND OPERATIONAL EXCELLENCE.