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Fast Company has a fascinating article on Jeff Bezos and the Amazon Fire. It’s a great piece and worth the long length. Check it out and then come back here.

For those who don’t need the nuance, here’s the story’s bottom line: the Amazon Fire was Jeff Bezos’ baby. He micromanaged it like Steve Jobs, and made decisions unpopular with his team but which he pushed through anyway. One example is Dynamic Perspective, the feature that enabled the phone’s 3D effect, came at great cost and which customers didn’t end up appreciating.

The story is fascinating because it gets to the heart of intuition vs. data. Are great products born out of intuition and personal genius? Or out of market research, data analysis and testing? Microsoft is traditionally about the latter, and the one time they tried the former — Steven Sinofsky and Windows 8 — it wasn’t successful.

It appears that Amazon too tried to make that leap.

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