![Jeff Bezos wearing a suit and tie: Failure pays off if you want to figure out what customers really want, writes Bezos. John Locher/AP](https://www.msn.com/en-us/money/companies/jeff-bezos-there-are-two-types-of-failure-in-business-heres-the-right-way-to-fail-and-figure-out-what-customers-really-want-%E2%80%94-and-drive-innovation/{"default":{"load":"default","w":"80","h":"56","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bdawQ.img?h=555&w=799&m=6&q=60&o=f&l=f&x=1242&y=392"},"size3column":{"load":"default","w":"62","h":"43","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bdawQ.img?h=434&w=624&m=6&q=60&o=f&l=f&x=1242&y=392"},"size2column":{"load":"default","w":"62","h":"43","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bdawQ.img?h=434&w=624&m=6&q=60&o=f&l=f&x=1242&y=392"}})
© John Locher/AP
Failure pays off if you want to figure out what customers really want, writes Bezos. John Locher/AP
- The following is an excerpt from the new book, “Invent and Wander: The Collected Writings of Jeff Bezos,”
© John Locher/AP
Failure pays off if you want to figure out what customers really want, writes Bezos. John Locher/AP