“Who else would think of putting something going into an obscure port in Washington, and then trucking it down to L.A.? Most people are thinking, well, just bri

“Who else would think of putting something going into an obscure port in Washington, and then trucking it down to L.A.? Most people are thinking, well, just bring the ship into L.A. But then you’re experiencing those two-week and three-weeks delay. So Amazon’s really taken advantage of some of the niche strategies I believe that the market needs to employ,” Ferreira said. Well that's exactly the thinking that created FedEx (and which "right thinking" people, like the founder's professor, "knew" would obviously never work. Until it did. If you remember the job is about results rather than simply repeating existing rituals and habits, this kind of solution becomes obvious. Most people can't be bothered to live beyond rituals and habits.