The central theme of innovation is a Darwinian trial and error process. And error means failure. Bezos understood this:
We need big failures in order to move the needle. If we don’t, we’re not swinging enough. You really should be swinging hard, and you will fail, but that’s okay.
Our success at Amazon is a function of how many experiments we do per year, per month, per week. Being wrong might hurt you a bit, but being slow will kill you.
If you can increase the number of experiments you try from a hundred to a thousand, you dramatically increase the number of innovations you produce.
If you think [the Fire Phone] is a big failure, we’re working on much bigger failures right now — and I am not kidding. Some of them are going to make the Fire Phone look like a tiny little blip.