Jeff Bezos and Your Cognitive Field

101-15-C Je) Bezos and Your Cognitive Field "The incident is not the Cognitive Field, and the Cognitive Field is not the incident." A Lesson from Amazon During an interview reflecting on the collapse of the Internet bubble, Jeff Bezos described one of the most difficult periods in Amazon's history. Amazon's stock price fell from approximately $113 to $6 in less than a year. To many observers, it appeared that Amazon itself was collapsing. Bezos thought differently.