What do you do if you are a corporate leader and US President Donald Trump is hell-bent on attacking your company?
If you’re Jeff Bezos, you talk about handstands. That was what the Amazon chief executive chose to focus on in his annual letter to shareholders, which came out late on Wednesday. More precisely, he wrote about the hard work it takes to achieve high standards (apparently you will never do the perfect handstand after only two weeks of practice).
The singular focus that has always been the hallmark of Mr Bezos’s management style has a point. At a moment of maximum potential distraction, it pays to stick to the knitting. Under fire from the White House and facing growing antitrust risk? Keep talking about your corporate aspirations and what you do for customers. In 20 years of annual letters, the Amazon boss has barely done anything else.