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What’s the secret to building a successful career or business? According to Jeff Bezos, the founder of Amazon and one of the world’s most successful entrepreneurs, the answer is simple: do something you find interesting, and let the waves catch you.
Photo: Getty Images
In this article, we’ll explore Bezos’ advice, uncover why chasing trends is a mistake, and share inspiring examples of individuals who followed their passions to achieve extraordinary success.
The Problem with Chasing Trends
Bezos warns against the temptation to chase the latest trend or “wave.”
“Something that I see people do, which I don't think is a good idea, is they try to chase the current thing,” he says.
He recalls the dot-com boom of the late 1990s, when people from all walks of life abandoned their careers to start internet companies.
“By the time you got to 1999, doctors were stopping. Screw that doctor thing. I'm going to start a dot com company.”
But this approach rarely leads to success.
“Whenever you try to catch a wave, you're almost always too late,” Bezos explains.
Why Passion Beats Trends
Bezos’ advice is clear: focus on what genuinely interests you, rather than chasing what’s popular.
“The best advice I can give somebody is do something that you think is interesting and let the waves catch you.”
When you’re passionate about something, you’re more likely to put in the effort, stay committed, and innovate.
Example: Bezos himself followed this principle when he left a lucrative job on Wall Street to start Amazon. He was fascinated by the potential of the internet and believed in the idea of creating an online bookstore. That passion and vision laid the foundation for Amazon’s success.
Real-World Examples of Following Passion
Let’s look at individuals who followed their passions and achieved remarkable success:
Example 1: The Man Who Ignored the AI Hype—And Built Something Bigger
In the early 2010s, everyone in Silicon Valley was racing toward artificial intelligence, self-driving cars, and automation. But Tobi Lütke had a different vision. Instead of following the AI trend, he focused on something that seemed "boring" in comparison—helping small businesses sell products online.
That company became Shopify, now worth over $80 billion. While others chased the latest tech wave, Tobi stuck to what genuinely interested him—empowering entrepreneurs. Today, many of those hyped AI startups have faded away, but Shopify continues to thrive.
Example 2: The Failed Musician Who Built an Empire
Before starting a company, Daniel Ek dreamed of being a rock star. But when that didn’t work out, he didn’t pivot to whatever was trending. Instead, he stayed close to what he loved—music. He asked a simple question:
"What if music was free but artists still got paid?"
The result? Spotify. While others chased social media, gaming, or e-commerce trends, Ek focused on something he genuinely cared about—solving music piracy. Today, Spotify is the world’s largest streaming service, worth over $50 billion.
Example 3: The Woman Who Stuck With Her Obsession—Even When No One Cared
Let's talk about someone you might not know—Emily Weiss.
Before founding Glossier, Weiss ran a beauty blog called Into the Gloss. She wasn’t chasing the billion-dollar cosmetics industry—she was just obsessed with beauty products and storytelling.
When she launched Glossier, investors didn’t believe in her. After all, she wasn’t a scientist or a beauty mogul—just a blogger. But her deep understanding of what customers actually wanted gave her an edge.
Glossier became a cult beauty brand with millions of loyal customers, disrupting an industry dominated by giants like L’Oréal and Estée Lauder.
The Danger of Abandoning Your Interests
Bezos highlights the risks of abandoning your genuine interests to chase trends.
“People were sort of abandoning the things they were genuinely interested in, trying to catch a wave,” he says.
This approach often leads to frustration and failure, as you’re competing in a crowded space without the advantage of passion or expertise.
Example: During the dot-com bubble, countless individuals started internet companies without a clear vision or genuine interest in the space. When the bubble burst, many of these companies failed.
How to Find and Follow Your Passion
Inspired by Bezos’ advice? Here’s how you can identify and pursue your passions:
1. Reflect on What Excites You
What topics or activities do you find yourself drawn to? What could you spend hours talking about or working on?
2. Ignore the Noise
Don’t get distracted by what’s popular or trendy. Focus on what genuinely interests you.
3. Take the First Step
Once you’ve identified your passion, take action. Start small, but start now.
4. Stay Committed
Passion alone isn’t enough—you also need persistence. Stay committed to your goals, even when the going gets tough.
The Bigger Picture: Let the Waves Catch You
Jeff Bezos’ philosophy reminds us that success isn’t about chasing the latest trend—it’s about pursuing what you find interesting and letting the opportunities come to you.
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