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The Risk of Invention
If you have something underneath your existing power umbrella, and that's what Amazon did, they had this distribution logistics. It's a natural extension that not just leverage, but also intensifies your existing power. There's really no track record of a business who can continuously come up with successful invention. But if you do have to go there, a co-action is the most possible place for success. Thank God these things are power a lot distributed. Otherwise it would be net unprofitable to pursue innovation.