I really like that this is an example from the real world. In the real world, people have skin in the game and their decisions matter. In the military field, of

I really like that this is an example from the real world. In the real world, people have skin in the game and their decisions matter. In the military field, of the boots on the ground variety, this distinction is crystal clear. People can die from the wrong decision. What happens if your Decision Framework Theory is wrong? Most likely nothing. If Bezos didn't develop this heuristic himself - through his own risk taking - I wouldn't be surprised if he got it from something like the Marine Corps.