we had to be resourceful and creative. >> but in order to expand beyond books, bezos needed capital and a lot of it. >> amazon.com jumped $5.50 on its first day of trading. >> so in may of 1987, in the middle of the dot-com frenzy, amazon went public. >> what's really incredible about this is this is day one. this is the very beginning. this is the kitty hawk stage of electronic commerce. >> day one. it's always day one became the bezos mantra. in his first letter to shareholders, bezos sketched out the foundation of amazon. it's all about the long term. >> i'd liken it to babe ruth kind of calling his home run shot. it was audacious. >> bezos would stick to that long-term thinking even during amazon's toughest times. >> amazon stock has lost much of its luster. >> after the dot-com bubble burst, amazon's stock price