A Brief History of the Internet (Part 3)

Elliott King

23 Jan 2026 — 4 min read

E-Commerce Comes of Age

While Google was busy organizing the world's information, another titan was quietly organizing the world's logistics. Amazon didn't just sell books; they spearheaded a retail revolution built on a singular obsession: customer service.

Jeff Bezos understood what many of his contemporaries missed: Books were merely a "Trojan Horse." They were the perfect launchpad because they solved the primary fear of the early digital consumer: "Will I actually get my delivery?" Books fit through a letterbox. They didn't require the customer to be home. This seemingly small logistical detail was the trust-bridge that allowed e-commerce to cross the chasm from novelty to necessity.

Modern automated warehouse logistics and shipping boxes

Elliott and Aleksandra King discussing long-term business strategy

The Long Game

Key Lesson: Sweat the Small Stuff

Amazon endured years of losses to perfect the "last mile." They understood that in a digital world, your brand is not what you say; it is what you deliver.

The Strategic Imperative: Sweat the small stuff early, and growth will compound later. By building customer trust through exceptional service on a small, manageable product (books), Amazon earned the permission to conquer every other sector on earth.

"Think long term by fixating on your brand promise day after day. Trust is a cumulative asset. You earn it in drops and lose it in buckets."

As you build your own digital strategy, ask yourself: What is your 'book'? What is the one small thing you can deliver so perfectly that it earns you the right to ask for more?

BUY THE BOOK

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