Jeff Bezos: The Force Behind the Brand - JR MacGregor - ebook

What is it about him that makes him a super achiever? What about him can turn an idea into a world-changing mega-company? What about him is like you and what isn’t? What can you learn from him?  Read, and find out. The need to understand those around us who succeed beyond our own imagination is inherent in all of us. The innate desire is driven by our deep and underlying need to find better ways for us to achieve our own goals, understand our own dreams, and rise to our unique challenges.  This book is about the underlying events in the life of Jeff Bezos and the ways in which it influenced his life, the way he responded to them, and in the way he used them to his advantage. The book doesn’t claim to know the fibers that made the content of his heart - no man can know that. But what it does is string together multiple events and sees the shadows that it casts. All that so that you can find the elements inside you that could be the seed of success, achievement and greatness. The story of Bezos traces a path through his life as a youth and looks at his action and his achievements and deciphers the existence of his greatest achievement – Amazon - in a way that is reflective of his character, his intellect and his upbringing. His story is unlike any of the other successful people in history. His brand of work ethic is familiar but different. Don’t wait any longer! Scroll up and click the ‘Buy Now’ button to learn more about the richest man on the planet!

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Jeff Bezos: The Force Behind the Brand - Insight and Analysis into the Life and Accomplishments of the Richest Man on the Planet

Billionaire Visionaries, Volume 1

JR MacGregor

Published by CAC Publishing LLC, 2018.

While every precaution has been taken in the preparation of this book, the publisher assumes no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein.


First edition. February 13, 2018.

Copyright © 2018 JR MacGregor.

ISBN: 978-1948489096

Written by JR MacGregor.

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Jeff Bezos: The Force Behind the Brand

Jeff Bezos: The Force Behind the Brand

Insight and Analysis into the Life and Accomplishments of the Richest Man on the Planet


JR MacGregor

Jeff Bezos: The Force Behind the Brand

Insight and Analysis into the Life and Accomplishments of the Richest Man on the Planet

Copyright © 2018 JR MacGregor

All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means – electronic, mechanical, photocopy, recording, scanning, or other – except for brief quotations in critical reviews or articles, without prior written permission of the publisher.

Published by CAC Publishing LLC.

ISBN 978-1-948489-09-6  paperback

ISBN 978-1-948489-10-2  eBook

This book is dedicated to those that dream of changing the world.

Make sure to check out the next book in this ‘Billionaire Visionaries’ series:

Elon Musk: Moving the World One Technology at a Time

BONUS: As a bonus for getting my book I want to give you the audiobook version for FREE! Just use the links below. (If you aren’t an Audible member all you have to do is sign up for a 30-day free trial to get the free audiobook). 

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Table of Contents

Table of Contents



Chapter 1 An Overview

Start with Books

The Technology

New Ventures

Entrepreneur’s Dilemma

The Start


Going Live

Investor Pitch

Chapter 2 Meet Jeff Bezos

Crossing the Hudson

Looking Deep

Looking Past the Wealth

Hold the Judgement

Chapter 3 Young Man on a Mission

Peter Pan

Ranch Life


The Awkward Years

Age of Computers

Mundane vs Reasoning

Role Models

Boundless Energy


The Graduate

Bezos and Women

Chapter 4 Launching Amazon


The Reflection of Amazon

Chapter 5 Understand Amazon – Understand Bezos

Robot Arms

The Amazon Customer

Understanding Bezos Through its Employees

Chapter 6 The Bezos Mindset

Finite Players

Infinite Players

Using the Finite Infinite Framework

Chapter 7 Beyond Amazon

Chapter 8 Mindset Manifestation

Chapter 9 A Parting View

Chapter 10 Philanthropy



Despite our better angels, we seem to do things without rhyme nor apparent reason. We peer out at our neighbor’s new car; we inflict our political views on our family; we judge others by the standards we set arbitrarily for ourselves, and we can’t get enough of reality TV. All these factors of the human profile are connected more intricately than we realize.

We do these things because the human species is inextricably connected at a very deep level and the way it manifests is in our curiosity of our fellow man. We are all gifted in our own way but, more often than not, we do not know how to understand our gifts or use them in a way that results in spectacular results.

We don’t know how to be our own Elon Musk, or our own Bill Gates, Steve Jobs or Jeff Bezos. All these men (just a short sampling of some of the achievers out there) are extremely successful in what they do, yet there is no duplicate among them. Bezos achieved tremendous success doing something very different to Steve Jobs. Bill Gates contributed something very different – and went about doing it very differently from Elon Musk. But they all contributed significantly and in diverse areas of the life that our species experiences.

We are not looking and, really, we shouldn’t be looking to do what they did, but we are looking to understand ourselves in the way they understood themselves and exploited their better angels.

Let me illustrate.

In writing this book about Bezos, I learned so many things about him but, more importantly, I learned something very important about my youngest son who behaves a lot like Bezos did when he was still a kid. As I researched his life, the avalanche of anecdotes that I pieced together in my research – while supposed to paint a picture of Bezos in my head so that I could narrate it for all of you, ended up painting a picture of my youngest son. And that changed my view of him and how I respond to him because it taught me how to understand my youngest better – who has always been a skosh different from typical kids. I don’t expect you to do that with your kids, but it could help you explain something about yourself and if you develop that further, who knows where that may lead.

I’ll say it here and I will say it again later, biographies are never about the subject and its gossip value. Biographies of great achievers are about ourselves. If you see it in that light, then you are forced to see the good in others so that you can find the power and strength in yourself.

It’s a good thing that Bezos is in the news as much as he is and that has created a buzz about him, because the lessons that he can teach us just by dissecting his experience and observing his trajectory will be of huge benefit to large swaths of people – not everyone though. Some of you may get more benefit from Jack Ma; others may get more out of learning about Albert Einstein. My only hope is that my humble attempt at piecing together a small sampling of his interesting life and accomplishments plays a role in touching your life and making it better.

We all have a little voice in our head that can cause success or chaos. If we finetune that voice, it will alert us to things that will catapult us into the realm of our needs and desires. If we trip and start heeding the wrong voice, then we will start to act on our fears and biases. This book is not about choosing which voice you pick but is about a man that has so finely tuned his senses that he knows exactly which voice is telling him what and knows when to listen to it. It is not something that comes from meticulous and articulate definition, but rather comes from mistakes, reflections, more mistakes, learning, and still more mistakes and then, after all the challenges have been surmounted, all the problems solved, and all the mountains climbed, we find achievement on the horizon, and success in the dawn.


Let me state up front that you will not see a bad word written about this man in this book. But that is not because this book is written as an adulation to the current wealthiest man on the planet.

Instead, it is written this way because we cannot hope to emulate or learn from a man – any man or woman for that matter – that we are mocking or finding fault with. Biographies are not about the subject of the book. Biographies are about the person reading it, and their quest to find the spark that is within them. Not about paying homage to the subject of the biography.

However, it is easy to get carried away in the evolving narrative of who the person is behind the name. It becomes complex to decipher the man behind the company, and the brain behind the idea.  And that is, after all, why we are intrigued by this person – his character, his actions, his reasoning. He is interesting because of his achievement, and the string of ideas, decisions, and actions he has taken to arrive at where he is at this point in time.

This is also not a book about the rights and wrongs, the vices and virtues, or the ethical or brazen business moves that may or may not impact others. Again, this is about the trek and the soul of a man combined with his chutzpah to make something, see something, perfect something, that is better than anyone else has to that point. There are things you can say about Bill Gates, or about Steve Jobs, Jack Ma, Richard Branson and anyone who has reached a certain level of success that is beyond what most others have dreamed of doing. But judging them will not get you far.

When it comes to Bezos (by the way it’s pronounced ‘Bay-Zos,’ not Bee Zos) there are a lot of you who are going to say that he did this or did that and put this company or that company out of business. I understand your sense of empathy for the vanquished and those companies that got hit and shuttered, or the companies that had to downsize because of the rise of Amazon. For instance, the likes of Barnes and Noble – which is especially ironic, since it was the coffee shop in Barnes and Noble that played host to Bezos and his compadres, as well as their early customers and investors in Seattle. It’s not just Barnes and Noble that hit a brick wall when Amazon started to rise; it was retailers like Macy’s and Nordstroms as well. But it also doesn’t just stop at brick and mortar companies in old tech – it’s new tech as well. Etsy, for example, has also seen better days.

For those of you who cast Amazon and, by extension, Jeff Bezos as evil and un-American (talk of monopoly and all that), I urge you to think again. Have you played that thought out in your head – do you really think that they are out to destroy the past icons of American commerce because they have nothing better to do? No. That is the genius of Amazon and the brilliance of Bezos. They are out to revolutionize the landscape and take advantage of technology in doing so.

Or maybe you think it has to do with greed at the expense of others? I don’t see any evidence of that. What I see is a person who has identified a piece of technology and used that technology in ways others are only now starting to comprehend.

As the book unfolds, one of the things that you will start to understand about Bezos is that there are two sides to him (more actually but, in this instance, these two sides are in stark contrast with each other.) On the one side you have a man who is so tech savvy that he sees their utility in the nitty-gritty of the infrastructure (of that technology) – he is the kind of guy who could tell you why the Starship Enterprise can go into warp and why it maxes out at Warp 9 – by the way, if you look closely, Bezos has a cameo appearance as one of the alien characters in Star Trek Beyond (you should totally look that up). The other side of him is one that is almost stoic in a philosophical way. He is one of those people that reads new-age authors in philosophy like Taleb (Nassim Nicholas) and other technology philosophers. He is one of those people that sees the fundamental thread that runs through things and he can’t really understand the perspective of those who do not see that as well. He is highly intolerant of ignorance.

His ability to understand the place for technology in today’s world is because of his philosophical mental framework and his understanding of how things play out.

Bezos is not caught up in his money the way we are and, if you really want to understand the secret of his success, you need to leave your preconceived notions of fair play, arbitrary standards of moral right and wrong, ethical standards of business, and antiquated notions of competitive forces right here before you move forward.

When you do that, what I assure you that you will find is the secret sauce that is packed into all things that Bezos touches. It is not for the faint of heart.

The best way to chop up and consume a biography (any biography – not just this one) is to look at the cause and effect of a person’s actions as it pertains to themselves and the world around them. When you look at someone like Bill Gates, do you turn around and discount all the philanthropy he has done, all the wealth he has amassed, and all the benefits that have come from his building of Microsoft? Or do you look at the possibly unfair (I don’t think it’s unfair – but many who judge think that it is) way that he got the source code for the original version of DOS? He did what he did and changed the world in the wake of that decision.

We are all the sum of our choices, as Bezos said in his speech to the kids at Stanford during the commencement ceremony – and rightfully so. We have to live and die by our decisions and how that affects all things in our gravity. How we do them and what we do comes from those choices and those decisions. If we choose to take the path that people like Bezos or Gates have taken, then the outcome will be pretty close to the same. It’s like baking a cake – if you follow the exact measurements and the correct sequence and methods, you’re going to come pretty close to the same result. The chance of getting that result is also whether you are doing it willingly or just going through the motions. I can tell you from personal experience that if you go through the motions but don’t really believe in it, then you’re wasting your time.

But if you want to strike at the chance for success and contribute toward the trajectory of this civilization, then you gotta get up and break some eggs and you should watch attentively how some of these masters go about achieving their success so that you can do the same – in your own field. I would like to think that is why you are reading this biography.

That is how it is written – not just to give you salacious juicy facts and figures, but to highlight the junctions and events that brought about decisions that charted a meteoric path. It is a fascinating story and one that has taught me so much. It is a quest that transcends space, time, and person.

To aid that quest, as I have said, it is best not to highlight the negatives, or focus on the subject’s errors (in essence, reserve opinion and judgment of the subject and look for the constructive contributions). Rather, it is best to look at the challenges, ask the questions, digest the reasoning, and contemplate the similarities.

We all need direction and clarity to go about achieving the various vocations that we are drawn to. We all need ideas and we all need examples to do the things we would like to do but hesitate to because subconsciously we do not have a clear path ahead.

Not all of us. In fact, only very few of us who read this book, and go on to read other books about Bezos, and books about other men of significant accomplishment, will go out and successfully build another Amazon or build the replacement of Amazon. But that is not what I envision as I write this book. What I envision is that all of you find your own spark and do the things that light up your soul. For Bezos, it was technology (I will come to that in the next chapter). For Steve Jobs it was elegance. For Bill Gates, it was mass markets and technology adoption. For Jack Ma, it was advancing Chinese businesses.

You will not find the answer to your pressing and subconscious questions of life and how to succeed by just reading one book (or many books) about one man. You will come close when you read about many. Ultimately, your success already lies within you. You can’t copy another person’s success; you can only understand the frame of their mind and see what makes things tick, then learn to bring your own powers to bear in your own life.

In light of this, I hope that you are inspired by the facts, anecdotes, and analysis contained in this book. I hope that you find your own spark that propels you to the next level. I pray that you evolve into your full potential and touch all those within your gravity to achieve the same.


Chapter 1 An Overview

“Invention is by its very nature disruptive. If you want to be understood at all times, then don’t do anything new.”


At the time of publishing