"A seller, in the middle of the night, can register, list an item, receive an order, and delight a customer as though Amazon the retailer had done it."

"It’s an exercise in clarity they call the future press release."

"Not only can it define the future but it can also keep your organizational structure from transforming into a bureaucratic rat’s nest and empower a leader to drive the initiative across multiple teams."

"Be clear about what the “killer feature” is for the future state capability."

"Jeff Bezos is famous for requiring teams to create the future press release before launching a new product, undergoing any kind of transformation, or entering a new market."

"Rule 1. The goal must be stated at a future point in time at which success has been achieved and realized."

"Rule 2. Start with the customer. Use the press release to explain why the product is important to customers (or other key stakeholders)."

"Rule 3. Set an audacious and clear goal."

"Rule 4. Outline the principles used that led to success."