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Technology Stocks : Amazon.com, Inc. (AMZN)

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To: Victor Lazlo who wrote (98626)	4/3/2000 11:40:00 PM
From: Don Green	Read Replies (3) of 164684

The popularity and success of the Walkman didn?t simply grow out of a profound technological idea. No, it was Morita's strong will and insistence on ?Americanizing? that made the Walkman the Walkman. As Morita pushed ahead in 1979 with the prototype Soundabout, against the wishes of almost everyone at Sony, he also realized that the most important thing would be the advertising, the way the world came to view the Soundabout. Carefully controlled perception-making was at least as important as the product. Sony hired an American advertising agency. As the Soundabout became available - a heavy metal box slightly too big for your hand, with bad reception, headphones that either dug into your ears or wouldn?t stay on your head, and a cost of more than $200 - words like ?individual? and ?choice? and ?rebel? began to appear below and above pictures of fabulous looking people having fun rocking out by themselves in magazines and on billboards. The first batch sold out in stores all over the world within a couple of days. The rest, as they say, is history. gadfly.org

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