That’s when he realized the transformative potential of platforms such as Amazon and eBay: Most manufacturers used them as a place to sell, but they’re actually giantlaboratories. In the past, say, an audio company would have to make many speakers—otherwise, who would take them seriously? But on Amazon, the consumer doesn’t look at a brand’s full line of products; she looks at Amazon’s full line, meaning a tiny company with one speaker can compete against anyone. Pikarski’s buyers need only to figure out what features consumers want, and then produce them.
If investors wake up one day and think you are toast, you are indeed toast. When you generate cash, you can respond to silly requests from the capital markets the way Kanye would:
Excuse me, is you saying something?
Uh uh, you can’t tell me nothing