“For example, until the mid-2010s many senior executives in traditional companies cackled that Amazon’s business still showed no profits. They felt it was a low-margin activity propped up by a hyperinflated share price. And within their traditional way of understanding corporate performance, they were right. But seen through a different frame, they were utterly wrong. Jeff Bezos had reframed the idea of commercial growth, away from producing annual returns for shareholders (and handing about a third of the profits to governments in the form of tax) and toward reinvesting every penny of net income to establish adjacent business lines, from Kindle books to cloud services. People see it plain as day in hindsight, but the new frame was incomprehensible to many in the moment.”