AWS Initiate Day Manchester 2019 – The Culture of Innovation at Amazon

© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
The Culture of Innovation at Amazon: Driving
Customer Success
Phil Ryan
Account Manager
Local Government

Culture of
Innovation
Enabling Innovation
for Everyone

Jeff Bezos
CEO, Amazon.com
“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.”

Amazon Started with Books…

Innovation has Manifested Across Many Domains…
Drone Development
Advanced Shopping
Kindle Reader
Home
Entertainment
Grocery Delivery
Video Streaming
Home Automation Cloud Computing

« …innovation is now recognized as
the single most important ingredient
in any modern economy…In short, it
is innovation – more than the
application of capital and labor –
that makes the world go round »

OUR MISSION
We want to be earth’s most
customer centric company

OUR COMMITMENT
We make our customers’ lives
easier

WHERE INNOVATION STARTS
We start with the customer and
work backwards

Our beliefs for
building a culture
of innovation
»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”

Amazon’s Growth Flywheel
Value
Selection
Convenience

STUBBORN ON THE VISION
But flexible on the details

WILLINGNESS TO BE
MISUNDERSTOOD
For a long period of time

» Mechanisms
Working Backwards Process
Press Release
FAQ & Visualizations
» 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?

ALWAYS WORK
BACKWARDS
FROM THE
CUSTOMER
CUSTOMER OBSESSION

Write the press release

Include both Customer FAQs and Stakeholder
FAQs
Include the hard questions
Share your press release early to gather
questions
Customer FAQs - Customers ask the best questions
because they are fundamental to any experience:
How much will this cost?
What type of support will I get?
Where can I find this?
How do I cancel this?
Stakeholder FAQs - What will your VP, partner teams,
internal Amazon resources ask about your idea?
What is the underlying technology?
What will customers be most disappointed
about in your initial release?
How does this impact current systems?
What is the business impact?
How do we know what the customer needs?
How can we launch this more quickly?
What is provoking the most internal debate?
write the FAQs

Visualize the user interaction and
write the manual

» Mechanisms
Press Release
FAQs & Visualizations
» Architecture
» Culture
» Organization
Experimentation
Two Pizza Teams
How do we
organize for
innovation?

“We have the good fortune of a large, inventive team and a
patient, pioneering, customer-obsessed culture – great
innovations, large and small, are happening everyday on behalf of
customers, and at all levels throughout the company. This
decentralized distribution of invention throughout the company –
not limited to the company’s senior leaders – is the only way to
get robust, high-throughput innovation. What we’re doing is
challenging and fun – we get to work in the future.”
Jeff Bezos
2014 Annual Letter to Shareholders

Amazon.com Services (theory)

Single-purpose
Connect only through
APIs
Connect over HTTPS
Largely “black boxes” to
each other
“Microservices”

Self-service Platforms without Gatekeepers
“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."

HYBRID
ARCHITECTURE
Data Backups
Integrated
App
Deployments
Direct
Connect
Identity
Federation
Integrated
Resource
Management
Integrated
Networking
MARKETPLACE
Business
Apps
DatabasesDevOps
Tools
NetworkingSecurity Storage
Business
Intelligence
ENTERPRISE
APPS
Virtual
Desktops
Sharing &
Collaboration
Corporate
Email
Backup
IoT
Rules
Engine
Device
Shadows
Device
SDKs
Registry
Device
Gateway
DEVELOPMENT & OPERATIONSMOBILE SERVICESAPP SERVICESANALYTICS
Data
Warehousing
Hadoop/
Spark
Streaming Data
Collection
Machine
Learning
Elastic
Search
Queuing &
Notifications
Workflow
Search
Email
Transcoding
One-click App
Deployment
Identity
Sync
Mobile App
Testing
Push
Notifications
DevOps Resource
Management
Application Lifecycle
Management
Containers
Triggers
Resource
Templates
API
Gateway
Streaming Data
Analysis
Business
Intelligence
Mobile
Analytics
Single Integrated
Console
TECHNICAL & BUSINESS SUPPORT
Support
Professional
Services
Account
Management
Partner
Ecosystem
Solutions
Architects
Training &
Certification
Security &
Billing Reports
GAMING
3D Game
Engine
Character
Designer
Multiplayer
Service
Twitch
Integration
Cloud
Integration
Regions
Availability
Zones
Points of
Presence
INFRASTRUCTURE
CORE SERVICES
Compute
VMs, Auto-scaling, Load Balancing,
Containers, Cloud functions
Storage
Object, Blocks, File,
Archivals, Import/Export
Databases
Relational, NoSQL,
Caching, Migration
CDN Networking
VPC, DX, DNS
Access Control
Identity
Management
Key
Management &
Storage
Monitoring
& Logs
SECURITY & COMPLIANCE
Resource &
Usage Auditing
Configuration
Compliance
Web application
firewall
Assessment and
reporting
AWS: Most Robust, Fully-Featured Technology Infrastructure Platform

Public Sector Innovations Powered by AWS
70PB of Earth data
Analyzes 75B financial
record daily
Enables 1000s of online
businesses in Asia
Unite a global research
community
Digital services for
constituents
Fighting child trafficking

Every one of us is
a leader on our
mission.

The
Institutional
YES!

Learn from Failures…

Decompose to Primitive Problems
Single-threaded Focus
Enables Self-directed Teams
Fosters Ownership & Autonomy

INNOVATION AT THE EDGE
Enable everyone to innovate

Interested in innovating like Amazon?
Let’s build something people will love.
EXPLORE innovation at
Amazon – the principles
behind our organization,
architecture, mechanisms
and culture
DEFINE a new service or enhance
a digital experience that will
delight your customers; start with
the customer and work
backwards
BUILD, prototype and
experiment, in the cloud
to bring your new
digital offering to life;
test it with your
customers
1
2
3

How do we
organize for
innovation?
» Mechanisms
Press Release
FAQs & Visualizations
» Architecture
» Culture
» Organization
Experimentation
Two Pizza Teams

AMAZON’S INNOVATION EQUATION
f(innovation) = (org * arch)
(mechanisms * culture)

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.

AWS Initiate Day Manchester 2019 – The Culture of Innovation at Amazon

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