Bezos weighed the pros and cons over and over again. And finally, he came to a realization that made the decision to pursue his startup idea “incredibly easy.” He called it the regret minimization framework, in which he imagined himself as an 80-year-old man looking back at his life. Foremost, as an elderly man, he knew that his life’s regrets, more so than anything, would keep him tossing and turning late into the night. At the same time, he strongly believed that the 80-year-old Jeff Bezos would not regret having tried building a startup that had a chance to make real impact — even if it most likely ended in failure. What would deeply haunt him would be the regret of having watched the opportunity pass him by.
In what may be their best ad ever, Harley Davidson applied the Regret Minimization Framework in their marketing for great effect.
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