As the company grew, he wanted to codify his ideas about the workplace, some of them proudly counterintuitive, into instructions simple enough for a new worker to understand, general enough to apply to the nearly limitless number of businesses he wanted to enter and stringent enough to stave off the mediocrity he feared. "You can work long, hard or smart, but at Amazon. com you can't choose two out of three," Mr. Bezos wrote in his 1997 letter to shareholders, when the company sold only books, and which still serves as a manifesto.
He added that when he interviewed potential hires, he warned them, "It's not easy to work here.
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