quick entrepreneurship tips from informed leaders and relevant research
Amazon has product, channel, country, customer, and fulfillment “genes” – genes for every core aspect of its business. It is constantly mutating single genes, like at the start when the company started with books and then added music, video and other products – mutating the “product” gene.
But every so often, Amazon mutates many (but not all) genes, like the introduction of marketplaces and web services. They then go back to make lots of small single-gene changes. The strategy is very organic and very smart from an evolutionary biology lens: many small changes and occasionally big ones.