아마존 혁신 문화의 비밀: Working Backward-임진식 교육 사업부 본부장, AWS :: AWS Summit Seoul 2019

© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Amazon Culture of Innovation
Enabling Everyone to Innovate
Jin-Sik Yim
Head of Training & Certification, Korea
Amazon Web Services
S e s s i o n I D

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
Jeff Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.

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

Where innovation begins
start with the customer
and work backwards

‘94 Founded
‘95 Amazon.com
Started with Books
then expanded
‘06 Amazon Web Services
‘07 Kindle
‘11 Video
‘12 Groceries
‘13 Art
‘14 Alexa/Echo
‘15 Bookstores
‘17 Go

How do we
organize for
innovation?
» Culture
Customer obsession, hire builders, let them build,
support them with a belief system
» Mechanism
Encoded behaviors that facilitate innovative thinking
» Organization
Small, empowered teams that own what they create
» Architecture
Structure that supports rapid growth and change

© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I TS U M M I T
Everyone of us is
a leader on our
mission
• Authentic representation,
not merely aspirational
• Practical reference to
guide all decision-making
• Shared vocabulary to
getting things done
http://www.aboutamazon.com/our-leadership-principles

History of
Leadership
Principles
A key ring with Amazon’s “core values” from 1999-2000
» 6 Core Values in 1997 Letter to
Shareholders
Customer Obsession | Ownership | Bias for Action |
Frugality | High Hiring Bar | Innovation
» 10 Leadership Principles created in
2001 to answer the question:
“What does Amazon value most in leadership?”
» 14 Leadership Principles in 2010
To simplify and clarify things, the 16 Core Value and
Leadership Principles were reduced to one list of 14 LPs
» Updated in August 2015
Learn and Be Curious | Earn Trust (Vocally Self-Critical)

© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I TS U M M I T
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.

Is it a one-way or
a two-way door?
“…most decision should probably
be made with somewhere around
70% of the information you wish
you had.
If you wait for 90%, in most cases,
you’re probably being slow.”
– Letter to Shareholders, April 12, 2017

Working backwards
is a process
Use it to get clarity, not to document
what you’ve already decided to do

The 5 Questions

Artifacts from the Working Backwards process
Press Release
FAQ
Visuals

Amazon hires
builders and let
them build
• Provide self-service platform
• Innovate on behalf of our
customers
• Ownership and autonomy
• Be on a global team, project or
initiative

Two-Pizza teams
are fast and agile,
foster ownership
and autonomy
Small,
decentralized
teams are
nimble
Own and
run what
you build

Experiment early
& frequently
• Lower the cost of failure
• Encourage experimentation
• Use existing primitives
• Create prototypes
• Embrace failure – always
learning
Rapid iteration –

Learn from failure…

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.”

AWS Cloud is a robust technology infrastructure platform
delivered on-demand, via the internet, with pay-as-you-go pricing
Over 100 services designed for security, scale, and availability

AWS Digital Innovation – working together
EXPLORE innovation at Amazon –
the principles behind our
organization, architecture,
mechanisms, and culture
DEFINE a new product, service, or
experience that will delight your
customers; start with the
customer and work backwards
BRING your new digital offering
to life; test it with your customers
2 31
You bring:
 Senior executive business sponsor
 Specific customer problem or opportunity
 Investment in workshop and build
Amazon brings:
 Innovation expertise
 Executive workshop facilitation
 Build capability
Let’s partner to invent something your customers will love.

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.
Jeff Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.
https://www.youtube.com/watch?v=LqL3tyCQ1yY

아마존 혁신 문화의 비밀: Working Backward-임진식 교육 사업부 본부장, AWS :: AWS Summit Seoul 2019

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아마존 혁신 문화의 비밀: Working Backward-임진식 교육 사업부 본부장, AWS :: AWS Summit Seoul 2019