It’s quite easy to get sucked into Mike Daisey’s ‘21 Dog Years: Doing Time At Amazon.Com‘ as he moves from dilettante to corporate business development guy. On the journey we learn he is one of the (mythological?) freaks that Amazon initially wanted to help launch and then staff its growing customer service division. We learn about the training, the call-time targets, the lack of windows, the Chicken Orzo Salad and Jeff obsessions.
Unlike Robert Spector’s ‘Amazon.Com: Get Big Fast‘ this is a tale from the inside but how much is exaggerated for comic effect is unclear. For sure, life in an under-staffed call centre – where if you don’t work all hours you’re seen as letting the team down – is not the glamorous side of any business and the world of fast growing online books sellers can be no exception. The dreams that all would be multi-millionaires on the back of huge stock rises are also not unusual to any tale of this era. Perhaps the thought of sending the free books to customers on the database isn’t typical of the dot-com boom but the frenzied ‘1-click Christmas’ period will be familiar to many in a start-up venture.
Daisey’s book is flagged as a comic tale but it takes a while for the comedy to warm-up. In fact, it’s only towards the end that I felt there were some laugh-out-loud moments but don’t let that put you off. ’21 Dogs Years’ in well written and compelling. You really do want to know what Mike’s going to do at the end. Don’t look for an insight into business strategies of that time but you will get a view of the craziness of life in the trenches of rapidly growing business.