Libro 13/52 :: One Click by Richard Brandt





I love



But in a different way than other brands I love.

Amazon doesn’t inspire like Nike.

Amazon doesn’t amaze like Apple.



No, I love like I love an appreciating 401(k) account. It’s a cold, calculating love. It’s not touchy feely in any way. It’s a love built on an appreciation for efficiency.



In theory, I should love like I love Google. Both are efficient and cover ginormous  tracts of the digital landscape. They are both exceedingly fast. They are the 2 survivors of the crash in 2000.





But I don’t.

I don’t love like I love Google.



For lack of a simpler term, I can anthropomorphize Google. Google seems very human to me. It seems to have a sense of humor, ambition, and fun.


Screen shot 2013-03-23 at 10.49.48 AM


Not is just pure e-commerce brilliance.



One Click: Jeff Bezos and the Rise of is an enjoyable read, an above-average book about the history of built by Jeff Bezos.


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The book is intriguing because the author, Richard Brandt, doesn’t seem to like Jeff Bezos. Brandt is often negative and sarcastic. And while it distracts from the story, it’s somewhat unique.



For the construction community, One Click is a worthwhile read. The lessons from Amazon include a relentless focus on customer delight – without direct verbal customer interaction.


In the Amazon, I just want things to work. 

I want to buy it today.

I want it in my hands tomorrow. 


I don’t want a relationship with Amazon. 

I don’t want to talk to anyone.

I want one click and then I want to move on. 



As residential homebuilding heats up once again, the industry should heed the lessons of In the mid-2000’s, customer delight was the rage. JD Power surveys and home complete scores and on-demand service. It was an era that promoted “Extreme Relationships.”


JD Power Logo 2


We need to know their kids, the name of their dog and how much fiber is in their diet. We need to know our customers better than they know themselves.


No, we didn’t.

We needed to do a few things consistently to please the customer.


Communicate the progress of their home. 

Let the customer know if there were issues.

Finish the house when you said you would. 

Complete all the items on the punchlist.


Be available, be honest, and be helpful.  

Try to make the customer happy.



That’s pretty much it.

Forget the Norah Jones CD during the walk-through.

Just get the house done and let the customer get on with their life.



This is what would do.

Looking at your own business through the Amazon lens will be a valuable exercise.



Bottom Line: Solid read about the genius Jeff Bezos and how he built the e-commerce juggernaut.




Bradley Hartmann is El Presidente at Red Angle ( He’s reading 52 books this year – he’s now 25% done.


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LIBRO 52 Challenge YTD

1. Kennedy/Nixon by Chris Matthews

2. Poke the Box by Seth Godin

3. Gone Girl by Gillian Flynn 

NA. Buy-In by John Kotter and Lorne Whitehead

4. Education of an Accidental CEO by David Novak

5. Death of a Salesman by Arthur Miller

6. Blood, Brains and Beer by David Ogilvy

7. Lyndon Johnson :: Master of the Senate by Robert Caro

8. 1776 by David McCullough

9. To Sell Is Human by Dan Pink

NA. Profiles In Courage by JFK*

10. Write It When I’m Gone by Tom DeFrank

11. FDR by Jean Edward Smith

12. The Cluetrain Manifesto by Locke, Searls, Weinberger + Levine

13. One Click by Richard Brandt

Categories: Libro 52 Challenge

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25 replies


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  2. Libro NA/52 :: James K. Polk by Walter Borneman | redanglespanish
  3. Libro 15/52 :: The Greatest Generation by Tom Brokaw | redanglespanish
  4. Libro 16/52 :: The Illustrious Dead by Stephan Talty | redanglespanish
  5. Libro 17/52 :: The Thank You Economy by Gary Vaynerchuk | redanglespanish
  6. Libro 18/52 :: The Adventures of Johnny Bunko by Dan Pink « the red angle
  7. Libro 19 + 20/52 :: Thunderstruck by Erik Larson + In Cold Blood by Truman Capote « the red angle
  8. Libro 21/52 :: Ctrl Alt Delete by Mitch Joel « the red angle
  9. Libro 22 + 23/52 :: Down & Dirty Pictures by Peter Biskind + Makers by Chris Anderson « the red angle
  10. Libro 24/52: Tales From Q School by John Feinstein « the red angle
  11. Libro 25/52: The Business of Belief by Tom Asacker « the red angle
  12. Libro 26/52: 18 Minutes by Peter Bregman « the red angle
  13. Libro 27/52: Drive by Dan Pink « the red angle
  14. Libro 28/52 :: Enough by John Bogle « the red angle
  15. Libro 29/52 :: Contagious by Jonah Berger « the red angle
  16. Libro 30/52 :: Lexicon by Max Barry « the red angle
  17. Libro 31 + 32/52 :: Thinking, Fast and Slow by Daniel Kahneman + A Very Short Tour of the Mind by Michael Corballis « the red angle
  18. Libro 33/52 :: The No Asshole Rule by Robert Sutton « the red angle
  19. Libro 34 + 35/52 :: Choose Yourself by James Altucher + The Halo Effect by Phil Rosenzwieg. « the red angle
  20. Libro 36/52 :: Inside The Box by Drew Boyd and Jacob Goldenberg. « the red angle
  21. Libro 37 + 38/52 :: The Power of Less by Leo Babauta + Wild by Cheryl Strayed « the red angle
  22. Libro 39/52 :: Big Data by Viktor Mayer-Schonberger and Kenneth Cukier. « the red angle
  23. Libro 42/52 :: Black Irish by Stephan Talty « the red angle
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  25. Libros 44-50 :: The final chapter of the Libro 52* Challenge. « the red angle

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