# Understanding the Customer by Jeff Bezos > “Good inventors and designers deeply understand their customer.” > **— Jeff Bezos**, *Simple Reminders on Real American Pride* ## Sources and Context - **Direct or authoritative text:** [2016 Letter to Shareholders — About Amazon](https://www.aboutamazon.com/news/company-news/2016-letter-to-shareholders) - **Series source and editorial context:** [[american/American Ethos - Simple Reminders on Real American Pride|Simple Reminders on Real American Pride]] — “Understanding the Customer.” - **Why it belongs:** Invention begins in serious attention to the person who must live with the result. ## Related Articles and Collections - **Collection:** [[collections/Simple Reminders|Simple Reminders]] - **Collection:** [[collections/American|American Collection]] - **Series source:** [[american/American Ethos - Simple Reminders on Real American Pride|Simple Reminders on Real American Pride]] - **American route:** [[american/American Aesthetic - Design and Material Culture|Design and Material Culture]] - **American route:** [[american/American Character - Value 07 - Respect|Respect]] ## Related Topics - [[wiki/American Invention|American Invention]] ## Share on Social Media ``` “Good inventors and designers deeply understand their customer.” — Jeff Bezos, Simple Reminders on Real American Pride https://bryantmcgill.com/simple-reminders-real-american-pride-understanding-the-customer ```