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« Picture your ideal neighborhood. What does it look like? Is it manicured, with buildings set in a pattern so that everything flows together, designed for perfection? Or is it gritty and spontaneous, the kind of place where a restaurant might move into the space that used to house a dry cleaner? Boxes bearing the Amazon logo can arrive at doorsteps in either of these environments, of course, but Amazon’s founder and CEO, Jeff Bezos, prefers the second type.

“I think neighborhoods, cities, and towns that have evolved are more interesting and delightful than ones that have been carefully top-down planned,” he tells me when I meet him at Amazon’s Seattle headquarters in November. “There’s just something very human” about them, he says.

It’s a surprising answer from a man known for his disciplined adherence to Six Sigma–style processes and data-driven decision making. But it’s also revealing. Over its nearly 22 years, Amazon has moved into one sector after another and gentrified it, even if that meant tearing down its own existing structures… »

Click here to read the article on fastcompany.com

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