Jeff Bezos gets the "you" attitude

In business communication, there is a lot of talk about the "you" attitude or the audience-centered approach. Rather than saying "I've discovered a huge opportunity for our company," say "Our company is facing a huge opportunity." Rather than saying "We offer a choice of red, yellow, or green widgets," say "You can choose between red, yellow, or green widgets." Those are simplistic examples, but here's an article about the CEO of Amazon where he applies that attitude. Take, for example, his fifth point: Determine what your customers need and work backwards. That's certainly putting your audience first.