Some of the best learning happens when you read stories about real people and real companies. Read them for ideas, for lessons, and inspiration. This week’s stories and strategies from real life are about Amazon, Nestlé, PepsiCo, Good Vibes Body Art, and Two Little Red Hens.

From Leena Rao: 5 Ways Amazon Could Be an Even Bigger Market Force in 2017

“Amazon’s 2016 has been record breaking on many fronts. The company recorded its sixth consecutive quarterly profit (previously, it mostly hemorrhaged cash). Meanwhile, this year marked Amazon’s growing strength in hardware with its hit Echo home automation hub Amazon Echo, and its companion voice assistant Alexa. The company has also become force in entertainment, debuting a line of hit original shows through its Amazon Video Prime service. It’s hard to imagine how Amazon could top 2016, but here are some likely moves by the Seattle-based Goliath in 2017:”

From the Economist: Nestlé looks for ways to boost stale growth as consumers snub unhealthy food

“Its fightback includes chocolate with lower-calorie ‘hollow’ sugar crystals, and healthier frozen food”

From Robert Safian: How PepsiCo CEO Indra Nooyi Is Steering the Company Toward A Purpose-Driven Future

“PepsiCo CEO Indra Nooyi and chief scientist Mehmood Khan are committed to working toward progress in health and sustainability.”

From Aaron Weinberg: Mount Vernon tattoo shop bucking industry norms

“About 25 years ago, Darius Sessions struggled to find an apprenticeship to become a tattoo artist. It wasn’t because she lacked artistic skill, she said. Instead, it was for reasons beyond her control.”

From Jane Singer: Cupcakes Worth Waiting For

“Turning customers away was an unusual response I thought, but, one that reflects the bakery’s popularity, authenticity and confidence in a superior product. As much of the retail industry was trying to lure customers this holiday season with more and more promotions and slashed prices this little bakery was happy to send a customer somewhere else.”