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How In-N-Out's small town approach earns major revenue.

In-N-Out's small-town approach doesn’t mean they have small-time profits. Revenues are currently more than $500 million a year, and the company has an estimated value of just over a billion dollars. And it all started with a burger shack smaller than the average garage.

Before Amazon made billions, they made buttons.

Welcome to our Youtube series, Tales From The Book, which are excerpts from Iconic Advantage hosted by co-authors Soon Yu and Dave Birss.  We dive into how to grow your brand to remain timelessly relevant. Click here to subscribe to the channel.


Before Amazon made billions, they made buttons. Millions of words have been written on the success of Amazon. It's an extraordinary company that's cornered the mass market and brought us innovation after innovation. People usually point to the secret of its success as being its recommendation engine or mobile applications or reseller program.

1-Click is so much more than a yellow button. It’s the first part of Amazon’s strategy to shorten the distance from “I want it” to “I have it.”