There are two ways to extend a business. Take inventory of what you're good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

Every good product I've ever seen is because a group of people cared deeply about making something wonderful that they and their friends wanted. They wanted to use it themselves.

My passion has been to build an enduring company where people were motivated to make great products. Everything else was secondary. Sure, it was great to make a profit, because that was what allowed you to make great products. But the products, not the profits were the motivation.

We hire people who want to make the best things in the world.

I am saddened, not by Microsoft's success - I have no problem with their success. They've earned their success, for the most part. I have a problem with the fact that they just make really third-rate products.

We go from Product 1.0 to Product 2.0 a lot faster. This is a powerful unlock. We've always said that our people make the difference. We're certainly seeing that today.