Bezos believed in the benefits of communication with customers and listened to and used their ideas for expansion, via the Web site Amazon customers were encouraged to recommend their favorite books and products through reviews,and many compiled lists of their favorite items.In 2000 Bezos and his company were put to the ultimate test. At a time when many dot-com companies were going out of business,Amazon's stock price fell from $106 in December 1999 to $41.50 in September 2000. To deal with this crisis, Bezos was forced to layoff 1,300 employees in February 2001.He also cut backon products, eliminating those that had yet to prove profitable for the company.Through the efforts of Bezos and his team Amazon turned a profit in the last quarter of 2001. Amazon not only survived the crisis of 2000 but flourished.Ultimately, Bezos, 44, wants to create something that transcends his own company. He points to Sony Corp, whose co-founder, akio Morita, aimed to make Japan known for quality.For his part, Bezos wants to set new standards for Providing a great customer experience. If he can pull that off he will deserve an enduring place in the history books.