Borders Had Everything Except a Future
In September 2011, the last Borders bookstores in America went dark. The shelves were stripped, “Everything Must Go” signs hung in the windows, and nearly 11,000 people lost their jobs. A company that had once seemed as permanent as the post office was simply gone.
Most people think they know what happened: the internet came along, Amazon got big, and bookstores died. But that’s not quite the story. The real story is stranger. Ten years before the end, Borders made a decision that now looks almost unbelievable. It went to the company that would eventually help destroy it and said, in effect, here, you take care of our customers. And Amazon said yes.
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