杰夫·贝索斯曾用一组简短的对照句，勾勒出他心目中"酷"与"不酷"的边界。以下是原文与对照翻译：
- Rudeness is not cool. 粗鲁不酷。
- Defeating tiny guys is not cool. 打败弱小的对手不酷。
- Close-following is not cool. 亦步亦趋地模仿跟随不酷。
- Young is cool. 年轻很酷。
- Risk taking is cool. 敢于冒险很酷。
- Winning is cool. 赢很酷。
- Polite is cool. 有礼貌很酷。
- Defeating bigger, unsympathetic guys is cool. 打败更强大、不讨喜的对手很酷。
- Inventing is cool. 发明创造很酷。
- Explorers are cool. 做一个探索者很酷。
- Conquerors are not cool. 征服者不酷。
- Obsessing over competitors is not cool. 执着盯着竞争对手不酷。
- Empowering others is cool. 赋能他人很酷。
- Capturing all the value only for the company is not cool. 把所有价值都留给公司自己不酷。
- Leadership is cool. 有领导力很酷。
- Conviction is cool. 有坚定的信念很酷。
- Straightforwardness is cool. 直率坦诚很酷。
- Pandering to the crowd is not cool. 一味迎合大众不酷。
- Hypocrisy is not cool. 虚伪不酷。
- Authenticity is cool. 真实很酷。
- Thinking big is cool. 有大格局、敢想敢做很酷。
- The unexpected is cool. 出人意料很酷。
- Missionaries are cool. 做一个怀抱使命感的人很酷。
- Mercenaries are not cool. 只为利益驱动的雇佣兵心态不酷。