亚马逊平淡无奇的成功秘诀
<p><span word="Walking">Walking</span> <span word="around">around</span> <span word="downtown">downtown</span> <span word="Seattle">Seattle</span>, <span word="it">it</span>’<span word="s">s</span> <span word="impossible">impossible</span> <span word="to">to</span> <span word="avoid">avoid</span> <span word="the">the</span> <span word="whiff">whiff</span> <span word="of">of</span> <span word="Amazon">Amazon</span> <span word="that">that</span> <span word="permeates">permeates</span> <span word="the">the</span> <span word="city">city</span>. <span word="For">For</span> <span word="a">a</span> <span word="newcomer">newcomer</span>, <span word="it">it</span>’<span word="s">s</span> <span word="hard">hard</span> <span word="to">to</span> <span word="tell">tell</span> <span word="where">where</span> <span word="Seattle">Seattle</span> <span word="ends">ends</span> <span word="and">and</span> <span word="Amazon">Amazon</span> <span word="begins">begins</span>, <span word="as">as</span> <span word="the">the</span> <span word="skyscrapers">skyscrapers</span> <span word="of">of</span> <span word="the">the</span> <span word="corporate">corporate</span> <span word="campus">campus</span> <span word="blend">blend</span> <span word="so">so</span> <span word="seamlessly">seamlessly</span> <span word="into">into</span> <span word="the">the</span> <span word="city">city</span> <span word="centre">centre</span>.</p><p>漫步在西雅图市中心，你会不可避免地感受到弥漫在这个城市的亚马逊(<span word="Amazon">Amazon</span>)气息。刚到西雅图的人，很难分清西雅图的边界在哪儿，亚马逊又是从哪儿开始的，因为该公司园区的摩天大楼很自然地与城市中心融为一体。</p><p><span word="Hundreds">Hundreds</span> <span word="of">of</span> <span word="US">US</span> <span word="cities">cities</span> <span word="fell">fell</span> <span word="over">over</span> <span word="themselves">themselves</span> <span word="last">last</span> <span word="year">year</span> <span word="to">to</span> <span word="compete">compete</span> <span word="for">for</span> <span word="Amazon">Amazon</span>’<span word="s">s</span> <span word="second">second</span> <span word="headquarters">headquarters</span>. (<span word="A">A</span> <span word="list">list</span> <span word="of">of</span> <span word="frontrunners">frontrunners</span> <span word="was">was</span> <span word="recently">recently</span> <span word="narrowed">narrowed</span> <span word="to">to</span> 20 <span word="candidates">candidates</span>.) <span word="But">But</span> <span word="on">on</span> <span word="a">a</span> <span word="recent">recent</span> <span word="trip">trip</span> <span word="to">to</span> <span word="Seattle">Seattle</span>, <span word="standing">standing</span> <span word="on">on</span> <span word="a">a</span> <span word="rainy">rainy</span> <span word="sidewalk">sidewalk</span> <span word="next">next</span> <span word="to">to</span> <span word="a">a</span> <span word="dull">dull</span> <span word="Amazon">Amazon</span> <span word="skyscraper">skyscraper</span> <span word="after">after</span> <span word="an">an</span> <span word="interview">interview</span>, <span word="I">I</span> <span word="wondered">wondered</span> <span word="if">if</span> <span word="there">there</span> <span word="was">was</span> <span word="anything">anything</span> <span word="very">very</span> <span word="different">different</span> <span word="about">about</span> <span word="this">this</span> <span word="hugely">hugely</span> <span word="successful">successful</span> <span word="company">company</span> — <span word="or">or</span> <span word="if">if</span> <span word="it">it</span> <span word="just">just</span> <span word="happened">happened</span> <span word="to">to</span> <span word="be">be</span> <span word="in">in</span> <span word="the">the</span> <span word="right">right</span> <span word="place">place</span> <span word="at">at</span> <span word="the">the</span> <span word="right">right</span> <span word="time">time</span>, <span word="cashing">cashing</span> <span word="in">in</span> <span word="on">on</span> <span word="the">the</span> <span word="rise">rise</span> <span word="of">of</span> <span word="online">online</span> <span word="retail">retail</span>, <span word="much">much</span> <span word="as">as</span> <span word="Google">Google</span> <span word="did">did</span> <span word="for">for</span> <span word="online">online</span> <span word="search">search</span>. <span word="Some">Some</span> <span word="companies">companies</span> <span word="are">are</span> <span word="lucky">lucky</span>, <span word="others">others</span> <span word="work">work</span> <span word="hard">hard</span>, <span word="very">very</span> <span word="few">few</span> <span word="run">run</span> <span word="on">on</span> <span word="genius">genius</span>. <span word="Which">Which</span> <span word="was">was</span> <span word="it">it</span>?</p><p>去年，数百个美国城市竭尽全力参与了亚马逊第二个总部的竞投。（最近，领跑的入围城市名单缩小至20个。）最近一次去西雅图，在一个雨天结束采访后，我站在亚马逊毫无特色的摩天大楼旁的人行道上，心里在想，这个取得巨大成功的公司到底有什么与众不同——还是说他们的成功仅仅是因为占据了天时和地利，正好赶上了在线零售业崛起的大好时机，就像谷歌(<span word="Google">Google</span>)借了在线搜索的东风一样？一些公司的成功靠的是机遇，另外一些公司靠的是努力，但也有为数极少的公司靠的是天才。亚马逊是哪一类？</p>
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