Correction: Levi Strauss was one person, not two. I do like orthogonal thinking, and a lot of businesses don't "get" the concept. My former employer flailed a

Correction: Levi Strauss was one person, not two. I do like orthogonal thinking, and a lot of businesses don't "get" the concept. My former employer flailed about trying to adapt to Amazon's competitiveness (and anti-competitiveness in some cases) in both the print on demand and eBook market. They kept trying to do with Amazon does (deep discounts, free shipping) and failing to show an improvement on the bottom line. They could have made a common eBook format that publishes to every platform and done well with it. eBooks tend to be nearly pure profit as opposed to the overhead of dealing with printing and shipping physical product.