PARIS, FRANCE - JUNE 17: Amazon founder Jeff Bezos is a skilled storyteller who created communication strategies to fuel Amazon's growth (Photo by Mustafa Yalcin/Anadolu via Getty Images)
Jeff Bezos is an intentional storyteller, combining words and symbols to bring the company’s values to life. Three decades after Amazon started in a cramped Seattle garage, Bezos is still using proven communication strategies that fueled the company’s growth.
Amazon was just named the world’s largest company by revenue. When founder Jeff Bezos posed for a photograph to commemorate the milestone, he could have been standing in one of Amazon’s giant fulfillment centers or alongside some of the company’s one million robots.
Instead, Bezos is seen leaning against a desk. Not just any desk, but one made from a plain wooden door.
The now-famous Amazon “door desk” is a brilliant and intentional storytelling device that played an important role in the Amazon narrative. It also represents a storytelling tactic that leaders often overlook.
