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十六、2012:来自内部驱动的力量
经常阅读贝佐斯致股东信的读者都知道，亚马逊前进的驱动力来自我们打动客户的渴望，而不是来自打败竞争对手的热忱。我们对最大化亚马逊商业成功的路径并不热衷。也有许多紧盯竞争对手取得成功的公司，两种策略各有利弊。而我们确实会关注我们的竞争对手，并被他们所激励，但以客户为中心才真正定义了我们的文化。
As regular readers of this letter will know， our energy at Amazon comes from the desire to impress customers rather than the zeal to best competitors。 We dont take a view on which of these approaches is more likely to maximize business success。 There are pros and cons to both and many examples of highly successful competitor-focused companies。 We do work to pay attention to competitors and be inspired by them， but it is a fact that the customer-centric way is at this point a defining element of our culture。
以客户为中心的好处在于，或许很微妙，能够驱动积极能动性。当我们尽最大努力时，我们不需要外在的压力。我们是用内部驱动来为客户提升服务，主动添加各种好处和性能，而不是迫不得已做出改进。我们创造并非迫不得已，以客户为中心驱动的所做投资胜过迫于外部压力做出的投资。
One advantage – perhaps a somewhat One advantage – perhaps a somewhat subtle one – of a customer-driven focus is that it aids a certain type of proactivity。 When we‘re at our best， we don’t wait for external pressures。 We are internally driven to improve our services， adding benefits and features， before we have to。 We lower prices and increase value for customers before we have to。