HBS Working Knowledge: Innovation: Steve Jobs and Jeff Bezos meet "Ginger"

When the study hall ended, Bezos held up Brian's handout. "I think this plan is dead on arrival," he said. "The U.S.A. is too hostile." The "car guys" were going to lobby against Ginger and they were going to win.



"No they're not," said Brian, smiling.



Bezos suggested starting slow, using one city or country as an experimental station. Once Ginger's benefits were clear, the company would have a wedge to pound into U.S. regulations. The perfect place to begin, thought Bezos, was Singapore. "You only have to convince one guy, the philosopher king, and then you have four million people to test it."