A business loop where each turn feeds the next, so growth, quality, or cost gets a little better every cycle and eventually becomes unstoppable.
Bezos drew the loop early in Amazon's life: lower prices bring more customers, more customers attract more third-party sellers, more sellers expand selection, expanded selection improves the customer experience, which brings more customers. The diagram showed up in shareholder letters and investor decks for two decades, and it is roughly how a bookseller became a $2 trillion business.
