2. Don’t give up information unless absolutely necessary.
Amazon didn’t tell Melville House how many of its books were sold on the site. Amazon also stays mum on Kindle sales, and won’t say how many employees it has in Seattle. Moreover, the floor where the Kindle team works at the Seattle headquarters is called Area 51, since you can’t set foot there unless you’re directly involved with the product. Bezos, it seems, likes to deliver information — and create Amazon’s narrative — in his own way, such as his carefully crafted shareholder letters.