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One year, we ordered four thousand pink iPods from Apple for Christmas. In mid-November, an Apple rep contacted us to say, “Problem—we can’t make Christmas delivery. They’re transitioning from a disk drive to a hard-drive memory in the iPods, and they don’t want to make any more using the old technology. Once we get the new ones made, we’ll get you your four thousand. But it won’t be in time for the holiday.” Other retailers would have simply apologized to their customers for the failure to deliver a product on time. That wasn’t going to fly at Amazon.com. We were not the kind of company that ruined people’s Christmases because of a lack of availability—not under any circumstances. So we went out and bought four thousand pink iPods at retail and had them all shipped to our Union Street office. Then we hand-sorted them, repacked them, and shipped them to the warehouse to be packaged and sent to our customers. It killed our margins on those iPods, but it enabled us to keep our promise to our customers. During the next weekly business review, we had to explain to Jeff what we were doing and why. He just nodded approvingly and said, “I hope you’ll get in touch with Apple and try to get our money back from the bastards.” Ultimately, Apple did grudgingly split the cost difference with us. But even if they hadn’t, it still would have been the right thing for Amazon to do.
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John Rossman (The Amazon Way: 14 Leadership Principles Behind the World's Most Disruptive Company)