By Daria Steigman, founder of Steigman Communications, LLC and author of the Independent Thinking Blog.

Some companies just have an “it” factor—and it can make all the difference. Take Amazon, for example. Recent thought-provoking articles in Business Insider and HBR blogs have suggested that investors ought to be thanking and not tanking Amazon in response to the company’s moves to position itself for long-term success rather than short-term profits.