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Jeff Bezos is known for building Amazon (NASDAQ:AMZN) into a trillion-dollar force. But in the early days, even the founder of one of the world's most disruptive companies had moments that could only be described as, well, a little embarrassing.
Speaking at the Academy of Achievement Summit in 2001, Bezos shared a story that proves even the smartest guy in the room can sometimes miss the obvious. Back in 1995, Amazon was nothing more than a scrappy startup operating out of a 2,000-square-foot basement in Seattle. Bezos and a handful of employees, most still working other day jobs, would gather after hours to pack books for the brand-new online bookstore.
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"We had so many orders that we weren't ready for that," Bezos said. "We had no real organization in our distribution centers at all. In fact, we were packing on our hands and knees on a hard concrete floor."
It didn't take long for the aches and pains to kick in. "Packing is killing me, you know, my back hurts, this is killing my knees on this hard cement floor," Bezos recalled saying to the employee next to him. Then came his brilliant idea—or so he thought.
"You know what we need, this is my brilliant insight: we need knee pads," he said, dead serious.
The response was immediate—and humbling.
"This person looked at me like I was the stupidest person they'd ever seen," Bezos admitted, laughing at himself. Instead of knee pads, the employee fired back with a much simpler, much smarter idea: "What we need is packing tables."
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Bezos didn't miss a beat. "I thought that was the smartest idea I had ever heard," he said. The very next day, they bought packing tables, and according to Bezos, it doubled Amazon's productivity during that critical early stage.
Looking back, Bezos credited moments like these with helping shape Amazon's customer-first culture. "We were so unprepared," he said, calling it "probably one of the luckiest things that ever happened to us because it formed a culture of customer service in every department."