To make the decision, Bezos used a mental exercise that would become a famous part of his risk-calculation process. He called it a "regret minimization framework." He would imagine what he would feel when he turned eighty and thought back to the decision. "I want to have minimized the number of regrets I have," he explains. "I knew that when I was eighty, I was not going to regret having tried this. I was not going to regret trying to participate in this thing called the internet that I thought was going to be a really big deal. I knew that if I failed, I wouldn't regret that, but I knew the one thing I might regret is not ever having tried. I knew that that would haunt me every day.
-Walter Isaacson, from the Introduction to Invent & Wander: The Collected Writings of Jeff Bezos