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What Happened the Day Jeff Bezos Founded Amazon

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July 5, 1994 was a Tuesday. The day before in the United States was a national holiday and so 30-year-old Jeff Bezos had postponed the establishment of his company. A few months earlier he had quit a secure, well-paying job on Wall Street applying the Regrets Minimization Scheme, as he still calls it. It works like this: in life it is better to have recriminations for having done something that you regret not having done it. “And I didn’t want to regret not participating in the Internet boom,” he would say years later, citing a statistic of the time that said Internet use was growing 2300 percent. He was 30, not the classic age of a startupper, and with his wife, MacKenzie Scott, married the year before, he had driven across the United States to Seattle, Washington. He had chosen that city to launch his startup for at least a couple of reasons: the first was the abundance of computer engineers (Microsoft was already a giant in Seattle); and the second was the proximity to the bookstores. In fact, he had decided he wanted to create a shop to sell everything online, but to start with the books. To decide, he made a list of twenty products that would have made sense to sell online at the time (for example music CDs), analyzed the pros and cons and concluded that books were the best thing. Why? “Because there are more articles in each category of books than there are articles in any other category.” You can see it came from hedge funds. Spouses Bezos rent a typical cottage with three bedrooms and that becomes the first headquarters of the company: the garage of course. Jeff builds the first two wooden desks himself after choosing the material in a warehouse; and the server puts it there but at first when they turn on the hairdryer in the bathroom the server turns it off. The first name of the company is not Amazon, but Cadabra, soon filed because a Bezos lawyer notes that in English the pronunciation resembles that of a corpse. Jeff then focuses on Relentless, relentless, and also registers the dominance that still today, twenty-seven years later, focuses on Amazon. But then he chooses Amazon, a tribute to the longest river in the world, in fact in the first logo the A was crossed by a river. The first image by Jeff Bezos at work in his garage already portrays him with the word Amazon on a wall. That day it all began: the first book was actually sold nine months later, but that July 5, 1994, the Internet changed and so did our lives. In the Italian newspapers, alongside the request for arrest for a former prime minister, there was talk of the next challenge of the national team at the United States World Cup. We were going to beat Nigeria 2-1 that day in Boston. Seattle was not chosen to host a single game. This is the beauty of the future: that it happens, every day, while we are doing something else and then at a certain point we realize it.

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