Jeff Bezos says that people with high intelligence often do this thing. (Now Amazon has just proved its point)

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Jeff Bezos has long argued that a single attribute separates high intelligence people from all others: the ability and the courage to change one's mind.

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Last week, for example, at Amazon: MARS Conference in Nevada:

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"People who are right are listening a lot and often change their minds ....

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They wake up and rebadyze things and change their minds. If you do not change your mind frequently, you will be very wrong. "

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And a few years ago, by visiting the offices of Basecamp:

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"[T]The most intelligent people are constantly reviewing their understanding, reconsidering a problem they thought they had already solved.

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They open up to new points of view, new information, new ideas, contradictions and challenges for their own way of thinking. "

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Of course, it's one thing to say that in the abstract. This is another way of acting - especially if you change your mind, it could cost you money (sunk costs) or make others worry less about you .. & nbsp;

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But now, almost as expected, Amazon has provided an astonishing example of watching Bezos in action.

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After investing four years in a restaurant delivery service, Amazon said this week that the company has actually changed its collective spirit. Although the company does not say why she closing Amazon restaurants, & nbsp; we can suppose some logical reasons:

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1. Intense external competition, DoorDash, Grubhub and Uber Eats controlling 80% of the restaurant market.

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2. Internal internal competition from Amazon's other delivery services - think of PrimeNow, the delivery of Whole Foods, and even Amazon's recent investment in Deliveroo, the London-based delivery service.

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3. The simple truth & nbsp; that Amazon never really marketed its service and launched it in a rather limited number of American cities.

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4. About: The fact that Amazon has already closed its UK-based restaurant delivery service last year.

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Now, does this count as a business failure or as an example of a business showing a change of mindset as a sign of high intelligence?

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The Wall Street Journal went with the previous characterization: & nbsp;

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"The disappearance of Amazon Restaurants is a rare logistical mistake on the part of a dominant business in e-commerce and prides itself on its delivery prowess. & Nbsp;

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It also adds to a list of failed projects for the online giant, including the blunder of its Amazon Fire smartphone, a travel site named Destinations and Amazon Local, an online hub turned off to search for local deals. "

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But I do not think it's right.

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As the Newspaper continued in explaining, the delivery of food is becoming a "merciless market" in which margins are as thin as we can imagine.

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Examples:

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• Grubhub, which has seen its share fall by 50% since its IPO in 2014, has announced that its profits fell by 78% in the last quarter.

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• Uber lost $ 1 billion in the first quarter of this year.

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• DoorDash has an estimated value of $ 7 billion, but has not been profitable.

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So, you can say that Amazon that failed - or that it just did not run correctly.

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If not, you can say that he entered the market fervently in 2015, but learned that he was not quite cracked. Then maybe society has decided to put into practice what its founder preaches.

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Make the smart decision. And be ready to change your mind.

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