Why do so many people buy products from Amazon.com? They feel comfortable making purchases because Amazon.com has done an incredible job telling the world who they are, what they do, and how they do it. People know what to expect. Jeff Bezos, founder of Amazon.com said "A brand for a company is like a reputation for a person." People are also skeptical about dealing with a business they don't know. So, how do you create that same reputation and sense of familiarity huge companies spend millions of dollars developing? The answer is simple. Teach.