Relentless Magic

Of all the names Jeff Bezos looked at for Amazon, maybe the most telling were “Cadabra” (a play on abracadabra) and “Relentless.”

Talk about two polar opposites with a life-giving river in the middle.

For your business or idea or whatever you’re working on, remember these two inputs that have to be combined:

Magic (abracadabra), as in the experience of the customer, client, or end-user.

Relentlessness, as in the effort and work you’ll have to invest in the project to see it through.

Put them both together and you may not build an Amazon, but you will make something of value.

ps. How awesome is it that relentless.com still redirects to Amazon?