Rory Sutherland Reveals The One Thought Pattern That Sets Jeff Bezos (And Elon Musk) Apart From Everyone Else In Business

Benzinga_recent_news11-09

Advertising veteran Rory Sutherland earlier this year shed light on Jeff Bezos' unconventional decision-making style, revealing how Amazon.com, Inc.'s (NASDAQ:AMZN) founder defied internal pushback to...

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corporate leaders.\nSutherland recalled that in Amazon's early days, \"everybody except Bezos hated the idea\" of Amazon Prime, Prime Video and even AWS.\nYet Bezos pushed ahead. “Jeff has an interesting notion, which is what he calls a two-way door,” Sutherland said. \nHe explained that Bezos viewed a two-way door decision as one that allowed experimentation without major risk — you could step through, test an idea and easily reverse course if it didn't work.\nHe believed that taking action and learning from the outcome often cost far less than spending endless time debating whether to proceed.\nSee Also: Charlie Munger Once Explained Why He And Warren Buffett Refuse To Short Stocks — And It Started With Latter's Tendency To Invest In ‘Lousy Companies'\nSutherland noted that Bezos — much like Elon Musk — possesses an unconventional and at times seemingly irrational way of thinking, one that sets him apart from traditional business leaders.\nHe described Bezos as a \"probabilistic thinker\" — someone who accepts that most business outcomes are uncertain. Most corporate leaders, by contrast, operate under the illusion of certainty, relying on data, forecasts and spreadsheets.\n\"Every spreadsheet is, in some ways, an act of pretense,\" Sutherland said. \"It's past information which you pretend has wonderful predictive value,\" but weird things happen all the time.\nAccording to Sutherland, traditional corporate culture rewards predictability, not boldness. \"You capture 100% of the blame\" if something fails and only \"a pat on the back\" if it succeeds, he said.\nThat's why many visionary thinkers, he added, end up leaving to become entrepreneurs.\nSubscribe to the Benzinga Tech Trends newsletter to get all the latest tech developments delivered to your inbox.\nAmazon, which currently boasts a market capitalization of $2.67 trillion, reported third-quarter net sales of $180.2 billion — a 13% year-over-year increase that topped the Street's estimate of $177.8 billion, according to Benzinga Pro.\nAWS generated $33 billion in revenue, marking 20% annual growth.\nIn its Prime Video segment, the company reported more than 70 million global viewers for the third season of \"The Summer I Turned Pretty\" and noted a 16% year-over-year increase in average viewership for the fourth season of \"Thursday Night Football,\" reaching 15.3 million viewers.\nPrime Video also launched its first-ever NBA coverage across more than 200 countries for the 2025–2026 season, drawing an average of 1.25 million U.S. viewers for the season-opening doubleheader.\nBenzinga's Edge Stock Rankings indicate that the stock maintains a strong upward trajectory across short, medium and long-term periods. Click here to view a detailed comparison with its peers and competitors.\nRead Next:\nDisclaimer: This content was partially produced with the help of Benzinga Neuro and was reviewed and published by Benzinga editors.\nPhoto Courtesy: Shutterstock/Photo Agency","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"deviceId":"web-server-community-laohu8-v3","version":"4.35.10","shortVersion":"4.35.10","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2582866680","isCrawlerRequest":true}