Now Available
From Jeffrey & Bryan Eisenberg with Roy H Williams

Be Like Amazon Axiom Business Fable awardBe Like Amazon: Even a Lemonade Stand Can Do It is a 2018 Axiom book awards Bronze winner for Business Fable. 

Your brand isn’t what you say it is but what your customers say it is. Today’s companies are built on action, not just words. Amazon has become one of the most valuable retailers and service companies globally. At Amazon, customer experience and execution tower over marketing and promotion.

In 2001, Jeff Bezos laid out his plan “We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That’s the philosophy we’ve taken from the beginning.  — If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”

Building great customer experiences doesn’t have to cost a lot of money. It does require an intense focus on details and an obsession with delighting customers. Jeff Bezos’ playbook is for big businesses and small businesses alike. “Be Like Amazon: Even a Lemonade Stand Can Do It” is an engaging story for both entrepreneurs and managers. It’s a book about building a great company. It’s about agile design of customer experiences. And it’s about using data well.  It’s about growing and scaling a company that lasts.

In 1994, Jeff Bezos committed to become “earth’s most customer-centric company. Amazon’s long-term focus is on staying ahead of their customers, not competitors. It is all based on four simple pillars than every company can leverage.

The Four Pillars of Amazon’s Success:

  1. Customer Centricity.
  2. Continuous Optimization.
  3. Culture of Innovation.
  4. Corporate Agility.

Be Like Amazon flywheelThese are the essence of the Amazon brand. Look closely and you’ll see that the four pillars of Amazon’s success speed each other up. They create a virtuous flywheel that spins at ever-greater speeds.

The old rules to building and growing a business haven’t changed. There are some new obstacles to overcome and challenges to conventional wisdom.

Every business (B2C, B2B and others) can make Amazon’s Four Pillars work for them. Leaders will use Amazon’s Four Pillars to refocus on what never changes. Be Like Amazon will help you look beyond data about your company’s performance to see the data that reveals your customer’s reality.

Be Like Amazon: Even a Lemonade Stand Can Do It” will force you to examine your commitments, your actions and whether you measure what you most value most. You can be like Amazon too!

Be Like Amazon: Even a Lemonade Stand Can Do It is available for Amazon Kindle and Hardcover today! The audio book version is coming soon.

Some kind words about our book

“Wow, that is one of the best “business” books I’ve read in years. Incredibly inspiring — both the story itself and the way in which you told it. I’m in awe.”

– Scott Brinker, ChiefMartec

Scott Brinker

One of the best “business” books I’ve read in years

“Witty anecdotes and crisp, often hilarious dialog combine with an exploration of powerful marketing principles and customer engagement strategies that have driven the growth of many of today’s most successful companies…making Be Like Amazon a must read for everyone from business professionals to people who love an engaging story well told. Jeffrey, Bryan and Roy have crafted a clever and insightful book that not only underscores the importance of branding, but also lifts the spirit and tickles the funny bone.”

– Chris McCann, President and CEO, 1-800-FLOWERS.COM, Inc.

Chris McCann 1800Flowers

A must read for everyone

A little book with enormous impact. Be Like Amazon demystifies the principles and practices of the world’s most successful brands. It’s magical!

– Jay Baer – President of Convince & Convert and author of Hug Your Haters

Jay Baer

A little book with enormous impact.

“Be Like Amazon” covers one of the most important elements of being a business owner, how to work on your business instead of in your business. I’d highly recommend this book to every entrepreneur who wants to have a roadmap and skip the years of trial and error.

– T. Harv Eker, NY Times No. 1 Best-selling Author of Secrets of the Millionaire Mind™

Harv Eker

I’d highly recommend this book to every entrepreneur who wants to have a roadmap

Putting relationships front and center is what “Be Like Amazon” is all about. The authors observe that continuous improvement is not about cost cutting but about relationships. “Be Like Amazon” provides a roadmap for businesses to build and improve relationships. I highly recommend “Be Like Amazon” to every business person.

– Dr. Ivan Misner, Founder of BNI and NY Times Bestselling Author

ivan misner

“Be Like Amazon” provides a roadmap for businesses to build and improve relationships.

“There are many things that differentiate Amazon and it’s competitors. Perhaps the most underappreciated one the deeply faith-based initiative that if they align their interests with their customers, they’ll win in the long-term. And. They have! You still need a guide to help you figure out how to apply this to your business. Let Bryan, Jeffrey & Roy help you win bigger.”

– Avinash Kaushik, Google Evangelist

avinash kaushik

Let Bryan, Jeffrey & Roy help you win bigger.

How many business books have you either purchased or been given that are sitting on your book shelf either partially read or completely unopened? I was stunned by, Be Like Amazon, because it’s the first business book I have ever read that launches immediately from the first page into a compelling dialogue in the midst of a story.  I was HOOKED from the first paragraph and didn’t put it down by chapter two like most of the business books on my shelf.

I’m busy running a company so I don’t have time to waste reading the typical biz growth and marketing jargon such as “customer experience” or “align with your target market” or “offer solutions to their pain points.”  If you’ve read more than one book you know all the sales and marketing buzz words.  Be Like Amazon has disrupted the business book genre by offering in story format what it preaches…connecting with your audience.  We know it’s all about story, we know we must deliver exceptional customer experiences, and we must build strong relationships.  We have head knowledge about all these principles and yet many companies fail to deliver on what they know.

Bryan and Jeffrey Eisenberg, and Roy H. Williams are not talking about best practice, they are showing us, (not telling us), exceptional practice that will deliver on the business bottomline. If you want to break from the status quo, exceed your business growth goals, and only have the time to read one business book this year, Be Like Amazon is the one!

– Tamara McCleary, CEO,

Tamara McCleary

I was HOOKED from the first paragraph and didn’t put it down by chapter two like most of the business books on my shelf.

“I really didn’t want to be finished reading it…There’s been many books written on how to be successful in business. You can Google “Top 7 business tips” or “How to increase sales” and you’ll likely get bulleted pointers on things you must do. But none of those books takes you on a journey of the lessons, learnings and insight from successful business as told by Jeffrey, Bryan & Roy.

Not only will the story capture your imagination and intrigue, it’s takes you back to the history of the business examples they’ve written about. In the telling of the story, you will not just enjoy the storyline but you will gain true understanding of the secret that is not so secret of what it takes to be successful in today’s business environment. Jeffrey, Bryan and Roy not only tell you the secret, they share what it will take to get there. Don’t rush to finish reading the book, let the story sink in.”
– Shirley Tan, Ecommerce Strategies, The Systems Coach

shirley tan

I really didn’t want to be finished reading it…

If you plan to read “Be like Amazon: Even a Lemonade Stand Can Do It,” have your computer open and be prepared to take notes—LOTS of them!

Jeffrey and Bryan Eisenberg, along with Roy Williams, have done a masterful job in sharing critical advice for building companies by empowering employees and focusing on customer service.

Through the eyes of Poobah and Sunshine readers will enjoy this easy-to- read guidebook with colorful stories of entrepreneurial leaders such as Jeff Bezos and Sam Walton.

Whether you have your own business, or you are a leader in a larger company, there are many takeaways from Be like Amazon. You can even run a lemonade stand and learn a thing or two!

– Brian Moran, CEO, Brian Moran & Associates

brian moran

have your computer open and be prepared to take notes—LOTS of them!

A must read book for any company looking to be a leader in their category. Insightful, entertaining and a quick read.

– Pete Cobb, Co-founder and EVP, Ebags

Peter Cobb

Insightful, entertaining and a quick read.

“Most people believe the ability to create an amazingly successful business is a question of luck, timing, or superhuman talent. Otherwise, why wouldn’t everybody do it? This insightful parable will introduce you to the Pillars and Principles that Navigators steer to success by — and point out the almost irresistible temptations that the Twitchy Little Bastards use to talk us into giving up and becoming Marshmallow Eaters. If you read this book and follow its timeless, proven advice you can turn your lemonade stand into an empire.”

– Tom Cunniff, Founder, Cunniff Consulting

tom cuniff

Read this book and follow its timeless, proven advice

“This is your best book yet! For students of growth and transformation, this book provides the bridge to go from the “Why” espoused by Simon Sinek to an enterprise’s marketing and messaging. Just brilliantly told story!”

– Steve McKean, CEO, BILLSHARK

Steve McKean BillShark

For students of growth and transformation

Intelligent, thought-provoking, digestible and bursting with practical ideas for EVERY business professional. All neatly packaged in a charming and beautiful story that makes the learning experience effortless. An impressive piece of work.

– Phil Jones, best selling author of Magic Words


Phil M Jones Magic Words, Sales Trainer

Bursting with practical ideas for EVERY business professional

“Clear, foundational thinking that provides hope instead of hype.”
– Mark Schaefer, Author of “Known” and “The Content Code”

Mark Schaefer

Clear, foundational thinking that provides hope instead of hype.

I’ve been working in the online business since 1999. Always fighting hard to make companies more data driven and customer centric. The toughest part has always been to set the right culture and turn the whole company. You need to be able to get buy-in from upper level management.

I was lucky enough to meet the authors of this book in person. Their stories always kept me silently listening, learning from their great examples which I happily use in the consultancy work of Online Dialogue.

This book is like sitting with the authors in the same car and listening to these great stories, but now I’m able to bring all those upper level management people with me, so they can learn from first hand. This book is an amazing gift that I will hand out a lot and that will get many businesses going forward faster.

– Ton Wesseling – founder Online Dialogue

ton wesseling

“Their stories always kept me silently listening”

You are going to read a lot of positive blurbs about Be Like Amazon. Let me give it to you straight: If the Eisenberg Brothers feel compelled to write a book, I drop everything to read it. They are just that smart. Be Like Amazon is one of their best efforts. I hate to be so non-specific, but everyone in business really should buy and read Be Like Amazon. The fact that legendary marketer Roy H. Williams co-wrote it with them, only adds to the equation. For the sake of your brand, please please please read this book!.
– Mitch Joel President, Mirum – Author, Six Pixels of Separation & CTRL ATL Delete.

Mitch Joel

For the sake of your brand, please please please read this book!

If you want to make your business grow you need to dissect the lessons in this revolutionary book. Inside Be Like Amazon you’ll learn intricacies of developing profitable and deep customer experiences. Those experiences create something every business wants, brand equity in the mind of the customer. If you want to make business growth predictable while developing consumers who can’t live without you, read this book now. Whether you are a business of one or one of the Fortune 50, these lessons are equally applicable. This book will become your dog eared desk reference for growth and customer interaction.
– Dave Lakhani, Author, Founder of

Dave Lakhani

This book will become your dog eared desk reference for growth and customer interaction.

I first read Waiting For Your Cat To Bark? ten years ago. It was so so much more than an online marketing guide. Now the Eisenberg brothers have published Be Like Amazon. While it should take any entrepreneur, no matter their business, less than two entertaining hours to read it. Like their other books, it will impact and inspire them for many years.

– André Morys founder WebArts & Growth Marketing Summit

Andre Morys

It will impact and inspire them for many years.

‘Be Like Amazon’ is both insightful and delightful. The light-hearted story reminds readers that even as technology uncovers new data insights, the key is to augment not replace the value of people

– Amber Armstrong, Director, Digital Amplification & Demand Generation, IBM Watson Customer Engagement 

Amber Armstrong

‘Be Like Amazon’ is both insightful and delightful.

When I was a child, I must have read my father’s copy of Aesop’s Fables dozens of times. To this day, I still remember these stories and yet, I can’t tell you really anything about my tenth birthday party. The authors, told us in “Buyer Legends” about the power of stories to create memorable experiences. In their latest book “Be Like Amazon: Even a Lemonade Stand Can Do it”, they take the Buyer’s Legend approach and tell a story.

I must admit, when I started reading it, I was taken aback. This is unlike any “marketing” book I’ve ever read. It was a story. A mentor and a clever protege are on a road trip and the mentor is weaving advice and truths throughout their journey. If I can call out an overarching theme to the book it’s about being customer-obsessive, it’s about delivering joy, it’s about creating memories when a business interacts with a human. Simultaneously intuitive and counter-intuitive, the authors float between sage business advice and clever stories that back up the themes of the book. It’s intuitive because, “of course, treating customers well is good for business”. It’s counter-intuitive because as you read the story about the employees renovating the bathroom, the result is not what you’d expect, but completely gives flesh and bones to the principle.

As I read through the book, I saw the relationship between the mentor and protege change and evolve. The characters exemplified the stated principles and I could not stop reading it. It was a simple story, memorable and quietly revolutionary. If your philosophy aligns with the authors’, you’ll find enough information to strengthen your strategies. If you’re skeptical of business practices like these, you’ll find a thoughtful and compelling challenge that’ll provide smart friction to your ideas. I highly recommend this book. Lastly, contrary to the theme of authors’ book, this is a marshmallow that’s just fine to immediately consume.

-JP Sherman, Customer Portal Search & Findability, RedHat

jp sherman

This is unlike any “marketing” book I’ve ever read.

Finally a book has that gives the stepping stones to achieve a successful business. ANY business, be it retail, services, manufacturing, or even family dynamics can learn how to compete or be understood in this world. They can thrive with a new understanding of how the world has changed, and how we must also change to be great. 
It is the Cliff Notes to success, nothing less. It tells you what to do step by step in a less than two hour read I have always thrown other marketing and branding books aside, because they don’t work; because they only look at the past.  This looks at the future!
I believe this is the book every MBA should be required to read; and I am absolutely handing it to my Dean at this year’s reunion
– Laura Sympson, 20 year ecommerce executive
Laura Sympson

This is the book every MBA should be required to read.

Here’s your chance to be a fly on the wall and listen, as the wise Poohbah teaches his protege, Sunshine, about why Amazon works and why Kodak failed, about flywheels and marshmallows, the ocean of life, big fish and little fish, the 2-pizza rule, and the Wizard Academy. Learn about the hero’s journey your customer takes, including forks in the road, measurable steps, detours, catalysts, road signs, and why you should start at the end.
Reading “Be like Amazon” is like injecting the 50 best management books and the collective wisdom of the last 25 years directly into your bloodstream.
– Dave Gray, founder, XPLANE, and author, The Connected Company, Gamestorming, and Liminal Thinking.
Dave Gray

“Be like Amazon” is like injecting the 50 best management books and the collective wisdom of the last 25 years directly into your bloodstream.

From The Back Cover

You’re on a road trip with an old man and a younger one.
Business stories are told. Wisdom is revealed. A new perspective emerges. Companies like Costco and Kodak, General Motors and Walmart provide color and texture as they appear on the horizon and in the rearview mirror. Real companies. Real decisions. Real outcomes. Jeff Bezos and Amazon give this road trip its rhythm as the four pillars of their success are made plain. It’s a wonderful success, easily repeated, even by a lemonade stand. But only if you understand the importance of the marshmallow.

What we can offer you

Speak at Your Event

We can speak at your event. Our fees are $20,000 in North America, and that includes travel. International fees are $20,000 plus business class travel, from Austin, and lodging. Contact us to discuss your event:

Four Pillars Ongoing Support

After our workshops, we work with only a few select clients. Your business must be committed to the Four Pillars on a long-term basis .


We kick-off the workshop with a two-day onsite visit. We help you create the Four Pillar foundation for your organization. The entire process takes between 4-8 weeks and the typical investment is $30,000 – $100,000.

Meet the Authors

Jeffrey Eisenberg

Jeffrey, CEO of, keynote speaker and New York Times bestselling author.

Jeffrey is the CEO of, a company that teaches business people how to create customer-centered, data-driven customer experience design that is supported by narrative.

He is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action” & “Waiting For Your Cat to Bark?”. He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation,, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel’s retail customer appreciation summit.


Bryan Eisenberg

Marketing Keynote Speaker, New York Times bestselling Author.

Bryan Eisenberg is the co-founder of BuyerLegends. He is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and “Buyer Legends.”. Bryan is a professional marketing keynote speaker who has been the keynote speaker for corporate events and conferences such as Gultaggen,, Direct Marketing Association, DreamForce, E-consultancy, Emerce, and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association (now the Digital Analytics Association). Bryan serves as an advisory board member of  several venture capital backed startup companies (e.g., Bazaarvoice,, Sightly, BoostMedia, AllClearID, WelcomeCommerce, OneSpot etc.).

Bryan Eisenberg is an internationally recognized authority and pioneer in online marketing, improving online conversion rates, persuasive content, and persona marketing. Bryan was been recognized by eConsultancy members as one of the top 10 User Experience Gurus, and IBM Futurist, he was selected as one of the inaugural iMedia Top 25 Marketers, and a Marketing Edge Rising Star Award winner in 2010.


Roy H Williams

The "Wizard of Ads", New York Times bestselling author, Founder of Wizard Academy

Roy H. Williams is the author of 9 books, including the New York Times and Wall Street Journal bestselling Wizard of Ads trilogy. He is also the Chancellor of Wizard Academy, a business school for America’s 5.91 million businesses with fewer than 100 employees.

A lifelong student of humanity, Roy H. Williams has spent a quarter-century asking, “What makes people do the things they do?” And he’s been using the things he’s learned to stimulate miraculous growth for his small business clients for more than 25 years.