Why Whole Food, Jeff Bezos?

You can’t connect the dots looking forward; you can only connect them looking backwards.

That's something Steve Job's often said.

So one year later, looking at an interview of Bezos, Amazon CEO, gave about his offline brick and mortar store “experiment” (back then only one bookstore) makes it easier to understand his biggest move so far in acquiring Whole Foods. He said:

“If you know exactly what you want to buy, we already have this great thing called Amazon.com that is very good in satisfying that need. This (the off line Amazon store) is about satisfying a completely different need: browsing and discovering and having a fun space to wander around.”

It makes so much sense that Amazon chose this grocery retailer as their primary focus: 75% of the grocery shopping decisions are made inside the store, by browsing and discovering. Moreover, Amazon will make it more fun (thus efficient) too by understanding how people really shop.

If you want to check his interview, here is the link. It starts at 16:40.