Earlier this week, I was quoted by Eugene Kim of Business Insider. Thanks Eugene, it was great speaking with you!

Ultimately, I think many people are looking at Amazon’s grocery strategy and getting it wrong. They think whenever Amazon rolls something out, it is their final solution. Usually, it gets criticized quickly but people don’t see all the work happening below the surface.

Pay attention to how Amazon innovates. Slowly, and most importantly patiently. They stop and start things. From the outside it looks messy.

But it’s methodical.

Here’s what I had to say about it:

Rick Watson, the CEO of RMW Commerce Consulting, told Business Insider that it was too early to pass judgment on Amazon's brick-and-mortar strategy because the company likes to experiment with different ideas before fully committing to one. For example, he said Amazon's popular fulfillment service started out small before becoming one of the most successful storage and shipping options for online merchants.

“Amazon tends to go slow before they start scaling. “ Watson said. “They test, learn, cancel and reboot for a while.”

I’m quite sure I’m the only one saying that Amazon innovates slowly, but it’s definitely true.

If you’re interested, you can read more here.