The Lifestream of Jon Moss

Amazon and the hero's journey

April 15 2009, 8:52pm

Strategic moments don't happen often but when they do, they're an opportunity for transformation.Amazon's big strategic moment was with the AmazonFAIL controversy. With thousands upon thousands of Twitter messages, blog posts and media stories creating a white-hot spotlight of attention, the next step was how Amazon would lead itself out from a mess of what was being censorship, the worst form of paternalism, etc.. Practically leaping from the pages of a Joseph Campbell book, it was a hero's moment ready the making. And Amazon flubbed it. Amazon was a flinty Dirty Harry when it should have been an introspective Luke Skywalker. Amazon's curt "ham-fisted cataloging error" explanation for how it miscategorized thousands of gay- and lesbian-themed books may explain why opinions about the company are still raw. Silence feeds suspicion. The pervasive disappointment and anger at a company that people generally respect, even love, is surprising but that'll happen if what's considered paternalism isn't neutralized with pathos.That's also the penalty of expectations. Amazon became the category leader in online retailing because it set new expectations in online shopping, and it almost always meets or exceeds them; its Net Promoter Score ranking is 36 points above the median in its category. Category leaders are cultural leaders in business, sports, non-profits and government. Strategies, behaviors and some lives are modeled on category leaders. It's a perk and a responsibility. It's heady and scary. The cost of reticence is goodwill.For Amazon and anyone who finds themselves suddenly under fire, the audience knows continuous perfection is a lie. No need to lie to yourself. That's part of the hero's journey.(Image: National Coalition Against Censorship)