Interestingly, the prominent and highly innovative enterprise called Amazon started as relentless.com. This website and business idea was, to a certain extent, a failure. Type relentless.com into your web browser, and you will still land on Amazon’s website. Relentless still represents the mindset within the organization. Even though Amazon has reinvented numerous business models, its most substantial competitive advantage is operational excellence. Low pricing, fast delivery, quick responses, transparent processes, and its warranty. The path to success at Amazon is called relentless pursuit for improvements and innovation. Jeff Bezos has long embraced that failures are not optional on the path to innovation. “Inventing is messy, and over time, we’ll certainly fail at some big bets.”

“We believe in failing early and iterating until we get it right.”

Jeff Bezos

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