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AWS Initiate - A Cultura de Inovação da Amazon direcionada ao sucesso do Cliente

Apresentação utilizada no AWS Initiate Brasília em 17/09/2019

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AWS Initiate - A Cultura de Inovação da Amazon direcionada ao sucesso do Cliente

  1. 1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. The Culture of Innovation at Amazon: Driving Customer Success Wesley Rodrigues - WWPS Solutions Architect wesrod@amazon.com
  2. 2. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How many teams with a unique focus on innovation are there on Amazon around the world? ?
  3. 3. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. “Any company big enough to have a research lab is too big to listen to it” Alan Kay
  4. 4. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. (innovation) = (org * arch) ^ (mech * cult)
  5. 5. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Our mission to be Earth’s most customer-centric company
  6. 6. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Where innovation begins start with the customer and work backwards
  7. 7. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. “There are many advantages to a customer-centric approach, but here’s the big one: Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.” - Jeff Bezos, 2016 letter to shareholders
  8. 8. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Growth Flywheel > Price > Selection > Convenience © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  9. 9. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 1994 m Founded 1995 m Amazon.com 1998 m CDs & DVDs 2006 m AWS 2007 m Kindle 2011 m Video 2012 m Groceries 2014 m Alexa/Echo 2015 m Bookstores 2017 m Go http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-corporatetimeline
  10. 10. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How do we organize for innovation? Culture Customer obsession, hire builders, let them build, support them with a belief system Mechanisms Encoded behaviors that facilitate innovative thinking Architecture Structure that supports rapid growth and change Organization Small, empowered teams that own what they create
  11. 11. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How do we organize for innovation? Culture Customer obsession, hire builders, let them build, support them with a belief system Mechanisms Encoded behaviors that facilitate innovative thinking Architecture Structure that supports rapid growth and change Organization Small, empowered teams that own what they create
  12. 12. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Every one of us is a leader on our mission bit.ly/aws-lps Invent and Simplify Hire and Develop the Best Frugality Deliver Results Are Right, A Lot Dive Deep Bias for Action Insist on the Highest Standards Earn Trust Ownership Think Big Customer Obsession Have Backbone, Disagree & Commit Learn and Be Curious © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  13. 13. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Invent and Simplify Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here”. As we do new things, we accept that we may be misunderstood for long periods of time.
  14. 14. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Willingness to be misunderstood for a long time…
  15. 15. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 73 Price Reductions (since ‘06) 1957 New Services and Features introduced in FY 18 Millions of Monthly Active Customers
  16. 16. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Bias for action Speed matters in business. Many decisions and actions are reversible and do not need extensive study.We value calculated risk taking.
  17. 17. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Is it a one-way or a two-way door?
  18. 18. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How do we organize for innovation? Culture Customer obsession, hire builders, let them build, support them with a belief system Mechanisms Encoded behaviors that facilitate innovative thinking Architecture Structure that supports rapid growth and change Organization Small, empowered teams that own what they create
  19. 19. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. ”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.” Jeff Bezos Founder and Chief Executive Officer Amazon.com, Inc. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  20. 20. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Working Backwards is a mechanism Use it to get clarity, not to document what you’ve already decided to do Customer Press Release FAQ Visuals
  21. 21. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Press Releases
  22. 22. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. FAQs • Include both customer FAQs and internal FAQs • Include the hard questions • Share your Press Release early to gather questions Sample Customer FAQs: 1. How is this different from what Amazon offers me today? 2. Can I get a refund if I’m dissatisfied? 3. Are there things I need to manage or keep track of? 4. How much does this cost? Sample Internal FAQs: 1. What decisions and guidance do we need today? 2. What customer feedback have we collected so far? 3. What will customers be most disappointed in? 4. What other options did we consider and reject? 5. What are our MLP features? 6. What are our hotly debated topics? 7. Are we stepping through any “one way doors”? 8. Who is the single threaded leader?
  23. 23. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Visuals • Show the customer experience • Rough idea – rough drawing • Match fidelity to maturity of your idea • Don’t be afraid to be provocative
  24. 24. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Artifacts from the Working Backwards process Press Release FAQs Visuals
  25. 25. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How do we organize for innovation? Culture Customer obsession, hire builders, let them build, support them with a belief system Mechanisms Encoded behaviors that facilitate innovative thinking Architecture Structure that supports rapid growth and change Organization Small, empowered teams that own what they create
  26. 26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 2929 A shift to microservices • Single-purpose • Connect only through hardened APIs • Largely “black boxes” to each other • Business logic and data only accessible through APIs © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  27. 27. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Self-service platforms without gatekeepers Creating powerful self-service platforms that enable builders to use the right tool for the right job © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  28. 28. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  29. 29. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. How do we organize for innovation? Culture Customer obsession, hire builders, let them build, support them with a belief system Mechanisms Encoded behaviors that facilitate innovative thinking Architecture Structure that supports rapid growth and change Organization Small, empowered teams that own what they create
  30. 30. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon hires builders and lets them build © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  31. 31. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Two-Pizza teams are fast and agile, fostering ownership and autonomy Small, decentralized teams are nimble Own and run what you build © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  32. 32. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Experiment early & frequently. Build on existing services. Lower the costs of failure. Prototype, iterate a LOT. Embrace failure as learning. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  33. 33. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  34. 34. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Auctions, zShops -> Marketplace Learn from failures… fire Phone
  35. 35. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. (innovation) = (org * arch) ^ (mech * cult) Now, does it make sense?
  36. 36. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Thank you! Wesley Rodrigues - WWPS Solutions Architect wesrod@amazon.com

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