Giulia Rossi

Amazon’s approach to innovation has remained consistent since the company first launched—start with the customer and work backwards. In this session, learn about Amazon’s peculiar culture and how Amazon innovates through four distinct, yet interdependent, elements: culture, mechanisms, architecture, and organization.

This intensive and highly collaborative workshop is inspired by the same customer-centric methods used by Amazon to develop breakthrough innovations our customers love, such as Amazon Prime, Amazon Kindle, AWS, Amazon Echo, Amazon Alexa, and Amazon Go. In this workshop, engage with an interactive journey that introduces you to the working backwards process.

Organizations of all sizes often ask how they can innovate like Amazon. Since its humble beginnings as the "world's largest bookstore," Amazon has not only innovated across ecommerce and other adjacent segments, it has also introduced entirely new and unrelated businesses to the organization.

At Amazon, every idea starts with thinking about how we can delight customers and working backwards to create that reality. The working backwards process is how we ensure customer obsession—from envisioning how to delight customers to clarifying new ideas in a press release and FAQs to continually evaluating our approach throughout the creation of the idea.