Bezos went on to state that the progress humans have made from the days of the hunter gatherers to now was not made because people were satisfied. He’s right. Fire wasn’t discovered because people thought things were great the way they were. Cars and air travel and the Internet and cell phones—all of those things were created because someone saw the advantage to progress in their own dissatisfaction. Bezos pointed out that as technology advances, customers demand more and want it quicker. That means that companies must adapt rapidly to meet the demands or be left behind when customers find what they are looking for somewhere else. Customers won’t let you rest on your laurels. “We’ve had some successes over the years in our quest to meet the high expectations of customers,” Bezos wrote. “We’ve also had billions of dollars’ worth of failures along the way.”
