En naviguant sur le web, on finit toujours par trouver quelques perles… En voici une excellente ! Peut-être l’avez-vous déjà lu, c’est la première lettre aux actionnaires d’Amazon rédigée par Jeff Bezos en 1997. Depuis cette date, elle a toujours été ajoutée en annexe de chaque rapport annuel pour évoquer sa vision long terme.

Voici le passage qui m’a marqué (désolé c’est en anglais 😉 ) :

From the beginning, our focus has been on offering our customers compelling value. We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easyto-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day. We maintained a dogged focus on improving the shopping experience, and in 1997 substantially enhanced our store. We now offer customers gift certificates, 1-ClickSM shopping, and vastly more reviews, content, browsing options, and recommendation features. We dramatically lowered prices, further increasing customer value. Word of mouth remains the most powerful customer acquisition tool we have, and we are grateful for the trust our customers have placed in us. Repeat purchases and word of mouth have combined to make Amazon.com the market leader in online bookselling.

Simple, mais efficace: Jeff Bezos parle de l’e-commerce comme on en parlera encore en 2008, puis en 2009, 2010, 2011, …

Voir la lettre aux actionnaire d’Amazon en intégralité (il y a d’autres passages intéressants sur la stratégie long terme de Jeff Bezos).

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