“We aren’t in the coffee business, serving people. We are in the people business,

serving coffee.”

“We are not trying to maximize out of every single transaction. We are trying to build a life long

relationship with all our customers, one call at a time.”

“Focusing on the customers matters. It really does matter online, where word of mouth is so very

powerful. If you build great experiences, customers tell each other about it.”

- Jeff Bezos, CEO Amazon