While every start-up dreams of ruling its industry, there are unique challenges that come with achieving that goal. The biggest challenge for Amazon has been to not appear arrogant, says Diego Piacentini, the company’s senior VP of international retail in this Entrepreneur Thought Leader Lecture given at Stanford University.

Customers gravitate to the site not only for the deals, but because it doesn’t seem filled with hubris. But its undisputed status as the top online retailer makes it all too easy to be less than humble.

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