Bezos said that businesses that want to be innovators need to attract people with a pioneer mentality, and that they have to be willing to fail. "I think innovation is a point of view," Bezos said. "You have to actually select people who are part of the company who want to innovate and explore. Being a pioneering company, an explorer company isn't for everybody.
"Some people wake up in the morning, they get their energy, the thing they think about in the shower is 'Who are the three companies we're going to kill this year' That's the conqueror mentality and it's a competitor focused mentality instead of a customer-focused mentality...
"When you attract people who have the DNA of pioneers, the DNA of explorers, you build a company of like-minded people who want to invent. And that's what they think about when they get up in the morning; 'how are we going to work back from customers and build a great service or a great product.'"
It's a "key element" to invention, Bezos said.
Innovators also need to to have a "willingness to fail" and to "be misunderstood for long periods of time". "If you do something in a new way, I don't care what it is, people are initially going to misunderstand it relative to the traditional way. And there will be well-meaning critics who genuinely want the best outcome but they're worried about this new way.