Wake Up Every Morning Terrified

Source: 1998 Letter to shareholders Published: Q1 1999

Source: 1998 Letter to shareholders
Published: Q1 1999

Wake Up Every Morning Terrified

Circulated: October 11, 2019

We intend to build the world’s most customer-centric company. But there is no rest for the weary. I constantly remind our employees to be afraid, to wake up every morning terrified. Not of our competition, but of our customers. We consider customers to be loyal to us — right up until the second that someone else offers them a better service.