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For organisations that are not used to inventing and delivering new products and services, we can take inspiration from the serial winners at the game of innovation. And there are few better exponents than Amazon. Students of innovation have recorded more than 25 significant innovations by the company in its first 20 years and collecting 2,200 patents in 2020 alone. Clearly, its frameworks and cultural practices offer many lessons for those aspiring to remain relevant in today’s world.
In their book Working Backwards, Colin Bryar and Bill Carr, two former generals in the Amazon empire, recount the principles that helped make it the $386-billion annual revenue behemoth that it is today. For innovative culture to exist within the entire organisation, the vision, mission and values need to be crystal clear – something CEO Jeff Bezos goes to great lengths to cover in shareholder letters, published leadership principles and his own actions. Innov
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The Amazonian Mindset is developed based on how well employees use these 14 leadership principles in terms of how they worked - making decisions, creating, and servicing stakeholders. Carr told us that he referenced these principles in meetings, how he recruited talent, performance coaching and feedback, and his daily decision-making processes. Carr arrived at the right decisions by always referring back to the leadership principles. The principles were created to scale the business without drifting away from the brand promise.
Working Backward
Working backward is a very specific process at Amazon. This process applies to small features, new products, or new lines of business. Working backward means starting from the customer experience and working backward from that. A lot of organizations being with a skills forward approach, analyzing core competencies, competitive landscape, and what is traditionally a SWAT analysis - strengths, weaknesses, opportunities, and threats. What
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