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Culture of Innovation
Enabling Innovation for Customers
Luca Giuratrabocchetta
Regional Manager, Amazon Web Services
May 2...
Invention comes in many forms and at
many scales. The most radical and
transformative of inventions are often
those that e...
…
The
Institutional
YES!
OUR MISSION
we want to be earth’s most
customer centric company
The
Institutional
YES!
OUR COMMITTMENT
we make our customers’ lives
easier
The
Institutional
YES!
WHERE INNOVATION STARTS
we start with the customer and
work backwards
» Customer Obsession
“Start every process with the customer and work
backwards.”
»Long Term Thinking
“Be stubborn on the v...
Amazon’s Growth Flywheel
Value
Selection
Convenience
The
Institutional
YES!
STUBBORN ON THE VISION
but flexible on the details
The
Institutional
YES!
WILLINGNESS TO BE
MISUNDERSTOOD
for a long period of time
amazon vertraulich
amazon vertraulich
» Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
How do we
organize for
innovation?
The
Institutional
YES!
WORKING FROM THE
CUSTOMER
backwards
The
Institutional
YES!
write the press release
The
Institutional
YES!
write the FAQ
The
Institutional
YES!
define the user interaction and write the manual
Most companies write the software, they
get it all working, and then they throw it
over the wall to the marketing departme...
» Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Lo...
The
Institutional
YES!
“We are creating powerful
self-service platforms that
allow thousands of people
to boldly experimen...
» Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Lo...
The
Institutional
YES!
“We will make bold rather than timid investment
decisions where we see a sufficient probability of ...
Everyone of us
is a leader on
our mission
» Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Lo...
The
Institutional
YES!
• AWS Services enable
experimentation via primitives
• Companies can build on
existing services
• R...
The
Institutional
YES!
The
Institutional
YES!
Learn from failures…
The
Institutional
YES!
• Decompose to Primitive
Problems
• Single-threaded focus
• Small “Two Pizza Teams”
• Enables self-...
» Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Lo...
We had three big ideas at Amazon that we
have stuck with for 20+ years, and they are
the reason we are successful: put the...
The
Institutional
YES!
THANK YOU
Amazon Culture of Innovation
Amazon Culture of Innovation
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Amazon Culture of Innovation

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Learn more about some of the mechanisms and best practices that help us innovate at Amazon, and go through some of the suggestions on how it applies to startups and particularly AWS customers.

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Amazon Culture of Innovation

  1. 1. Culture of Innovation Enabling Innovation for Customers Luca Giuratrabocchetta Regional Manager, Amazon Web Services May 22, 2018 INNLAB @Amazon
  2. 2. Invention comes in many forms and at many scales. The most radical and transformative of inventions are often those that empower others to unleash their creativity – to pursue their dreams. Jeffrey P. Bezos Founder and Chief Executive Officer Amazon.com, Inc.
  3. 3.
  4. 4. The Institutional YES! OUR MISSION we want to be earth’s most customer centric company
  5. 5. The Institutional YES! OUR COMMITTMENT we make our customers’ lives easier
  6. 6. The Institutional YES! WHERE INNOVATION STARTS we start with the customer and work backwards
  7. 7. » Customer Obsession “Start every process with the customer and work backwards.” »Long Term Thinking “Be stubborn on the vision but flexible on the details.” »If you want to be inventive, you have to be willing to fail. “We are willing to go down on a bunch of dark alleys and occasionally we find something that really works.” » You have to be willing to be misunderstood for a long time. “We are very comfortable being misunderstood.” Our culture of innovation
  8. 8. Amazon’s Growth Flywheel Value Selection Convenience
  9. 9. The Institutional YES! STUBBORN ON THE VISION but flexible on the details
  10. 10. The Institutional YES! WILLINGNESS TO BE MISUNDERSTOOD for a long period of time
  11. 11. amazon vertraulich
  12. 12. amazon vertraulich
  13. 13. » Mechanisms Working Backwards Process Andon Cord Correction of Error (COE) How do we organize for innovation?
  14. 14. The Institutional YES! WORKING FROM THE CUSTOMER backwards
  15. 15. The Institutional YES! write the press release
  16. 16. The Institutional YES! write the FAQ
  17. 17. The Institutional YES! define the user interaction and write the manual
  18. 18. Most companies write the software, they get it all working, and then they throw it over the wall to the marketing department, saying ‘here is what we built, go write the press release.’ That process is the one that’s actually backwards.” Jeffrey P. Bezos Founder and Chief Executive Officer Amazon.com, Inc.
  19. 19. » Mechanisms Working Backwards Process Andon Cord Correction of Error (COE) » Architecture Micro-services Architectures Loosely Coupled Applications Self Service Platforms – No Gatekeepers How do we organize for innovation?
  20. 20. The Institutional YES! “We are creating powerful self-service platforms that allow thousands of people to boldly experiment and accomplish things that would otherwise be impossible or impractical." Self-Service Platforms without Gatekeepers
  21. 21. » Mechanisms Working Backwards Process Andon Cord Correction of Error (COE) » Architecture Micro-services Architectures Loosely Coupled Applications Self Service Platforms – No Gatekeepers » Culture Our People: we hire builders, innovators, entrepreneurs Our Beliefs: Amazon Leadership Principles How do we organize for innovation?
  22. 22. The Institutional YES! “We will make bold rather than timid investment decisions where we see a sufficient probability of gaining market leadership advantages. Some of these investments will pay off, others will not, and we will have learned another valuable lesson in either case.” Jeff Bezos, 2013 Shareholder letter Entrepreneurial Culture At Amazon, we hire Builders and let them Build
  23. 23. Everyone of us is a leader on our mission
  24. 24. » Mechanisms Working Backwards Process Andon Cord Correction of Error (COE) » Architecture Micro-services Architectures Loosely Coupled Applications Self Service Platforms – No Gatekeepers » Culture Our People: we hire builders, innovators, entrepreneurs Our Beliefs: Amazon Leadership Principles » Organization Experimentation Two Pizza Teams How do we organize for innovation?
  25. 25. The Institutional YES! • AWS Services enable experimentation via primitives • Companies can build on existing services • Rapid prototyping and iteration are key • Embrace failure Experiment Frequently
  26. 26. The Institutional YES!
  27. 27. The Institutional YES! Learn from failures…
  28. 28. The Institutional YES! • Decompose to Primitive Problems • Single-threaded focus • Small “Two Pizza Teams” • Enables self-directed teams • Fosters ownership & autonomy Two Pizza Teams
  29. 29. » Mechanisms Working Backwards Process Andon Cord Correction of Error (COE) » Architecture Micro-services Architectures Loosely Coupled Applications Self Service Platforms – No Gatekeepers » Culture Our People: we hire builders, innovators, entrepreneurs Our Beliefs: Amazon Leadership Principles » Organization Experimentation Two Pizza Teams How do we organize for innovation?
  30. 30. We had three big ideas at Amazon that we have stuck with for 20+ years, and they are the reason we are successful: put the customer first, invent and be patient. Jeffrey P. Bezos Founder and Chief Executive Officer Amazon.com, Inc.
  31. 31. The Institutional YES! THANK YOU

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