Scott Galloway professor of marketing
and weiu Stern and the author of the for
the hidden DNA of Amazon Apple Facebook
and Google people ask what Amazon's core
competence or advantages relative to the
other members of the fore and it comes
down to storytelling and that is Jeff
Bezos the central wrap has not changed
in 15 years and it's a pretty
intoxicating visionary wrap where
they're going to invest massively across
some consumer truisms that aren't
perishable value convenience selection
speed and the marketplace keeps bidding
up the stock so as a result they have
access to cheaper capital than any
company in modern history Amazon can
help borrow money for less than the cost
of what China can borrow money as a
result they're able to throw up more
stuff against the wall than any other
firms if the phone doesn't work if it
fails if auctions don't fail it's a
speed bump for them whereas other
companies would probably be the put out
of business or see their stock cut in
half some Plan B investments that have
worked they launched a company based on
their own infrastructure and storage
needs called AWS that now every day adds
the entire capacity that they needed
when they launched it for themselves
internally and as the number one share
leader and what is the most profitable
fastest growing business in tech the
cloud with triple the share of the
number two Microsoft this year Amazon
will spend four and a half billion
dollars on original television content
second only to Netflix who increase
their budget two billion when they heard
Amazon's footsteps behind them Amazon
can go into non core categories and show
up and be dominant in record time
because they have access to cheaper
capital effectively this company is
playing unfair in winning