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In his final letter to shareholders on Thursday, Amazon CEO Jeff Bezos felt “compelled” to leave readers with a last piece of advice: Keep your “distinctiveness.”

“We all know that distinctiveness – originality – is valuable,” Bezos wrote. “We are all taught to ‘be yourself.’ What I’m really asking you to do is to embrace and be realistic about how much energy it takes to maintain that distinctiveness. The world wants you to be typical – in a thousand ways, it pulls at you. Don’t let it happen.”

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