Publishing Startup Pronoun Looks for Path Around Amazon

To startup companies looking to enter the book publishing field, Amazon.com is a huge immovable object in the middle of the road. Most publishing startups don't really try to compete with Amazon; instead they try to succeed by complementing it, building some capability in hopes of being acquired by it, or pretending it doesn't exist. Pronoun, which officially launched this past Monday, has a different strategy in mind.