Here’s the backside of the 12-story former KBR office building that Midway has for the last week lit up with a new message in hopes of signaling to Amazon and avian passers-by that it buys into the concept underlying many of Jeff Bezos’s business decisions. Also: That the surrounding 150-acre property on the north side of Buffalo Bayou east of Downtown Houston that the company has renamed East River would make a fine second headquarters campus for the online and offline retailer. Day 1 is the name assigned successively to 3 different Amazon buildings in Seattle, the latest a new 37-story downtown tower that itself features a lit-up sign on its lower floors that reads HELLO WORLD. Day 1 is also a common catchphrase in the company, a reminder to itself, among other things, to focus on outcomes rather than process and to make decisions quickly, even if you have less information available than you’d like.

Day 1 for this Houston sign was October 2nd. As a reader reported last week, since then the vacant building has been sporting the company’s NASDAQ ticker symbol on the opposite side to match:

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Prior to that — Days 0? — the building sported a more local message:

• We checked out Amazon’s new skyscraper HQ — including the giant glass spheres [Business Insider]
• What is Jeff Bezos “Day 1” philosophy? [Quora]
• Previously on Swamplot: A Sign of Amazon Interest in Houston’s ‘East River’

Photos: Swamplot inbox