We spent two days in an off-site with Jeff going through the
experience, setting up little scenarios of “Ok, here’s the
customer. They’ve done’ this, they’ve done this.” And then we would
go off in our own corners for 15 minutes and be
that customer and then come back together and
discuss “What did we think worked, what didn’t work.” Two full
days dedicated to that customer experience, thinking about
what it’s going to be like for a customer to use Kindle. I thought
it was an amazing example of us investing in what it takes to get
it right for the customer.