I was disappointed when Steve Jobs didn’t recognize the Segway-size innovations we’ve made with the Amazon Kindle. He said “people don’t read anymore” and blogged that it was ugly. Needless to say I was hurt, especially considering we’ve sold so many iPods for him.

When I mentioned my feelings to Amazon board member and Gates Foundation CEO Patricia Q. Stonesifer, she recommended that I out-Steve Jobs Steve Jobs. It worked for Bill.

It was just too easy. I ordered the Gildan Ultra Cotton Long-Sleeve Mock Turtleneck off Amazon, in black of course. I wore it in this video. Then we designed the packaging to be an oversize non-nondescript white box.