How Amazon Is Trying to Outdo Apple: Create More Awe

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When he was still in high school, Jeff Bezos designed his own mini summer camp for fourth through sixth graders. Precociously enough, he called it the DREAM Institute, and charged $600 a pop. Bezos was a voracious reader, and the DREAM Institute was to be a boot camp for the mind: in one summer, the younger kids would be required to read The Once and Future King, Stranger in a Strange Land, The Lord of the Rings, Dune, Watership Down, Black Beauty, Gulliver’s Travels, Treasure Island, and David Copperfield.

He got six signups

Fast-forward to 2014, when Bezos again sent out prescribed reading — this time, a single slim children’s volume called

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Via: Mashable: Marketing

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