Amazon's CEO and founder has spent the last two decades proving that his ambition knows no bounds.
Originally founded as an online bookseller, Amazon has since expanded into hardware, cloud services and streaming shows -- often years ahead of its rivals.
"Jeff is crazy -- crazy like a fox," says Nadia Shouraboura, a former Amazon executive who left the company in 2012. "He has a very clear vision and design."
The core vision is essentially to transform the entire retail industry -- one sector at a time. It may have started with books, but Amazon sells its own line of clothing, has experimented with hotel booking and offers grocery deliveries through Amazon Fresh.
With the Whole Foods acquisition, Amazon has the potential to take a bigger chunk of a market that does $600 billion in sales in the U.S. alone.