아마존 혁신 문화의 비밀: Working Backward-임진식 교육 사업부 본부장, AWS :: AWS Summit Seoul 2019
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Amazon prioritizes innovation through a culture of customer obsession, hiring builders to create small empowered teams, experimentation, and self-service platforms. The company's leadership principles and working backwards process guide teams to invent on behalf of customers. AWS provides cloud infrastructure to thousands of customers and partners to experiment boldly and build new digital offerings.
아마존 혁신 문화의 비밀: Working Backward-임진식 교육 사업부 본부장, AWS :: AWS Summit Seoul 2019
- 1. © 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
- 2. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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.
- 3. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T OUR MISSION we want to be earth’s most customer centric company
- 4. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Where innovation begins start with the customer and work backwards
- 5. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T ‘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
- 6. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 7. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 8. © 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
- 9. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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)
- 10. © 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.
- 11. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 12. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 13. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Working backwards is a process Use it to get clarity, not to document what you’ve already decided to do
- 14. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T The 5 Questions
- 15. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Artifacts from the Working Backwards process Press Release FAQ Visuals
- 16. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 17. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 18. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Two-Pizza teams are fast and agile, foster ownership and autonomy Small, decentralized teams are nimble Own and run what you build
- 19. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Experiment early & frequently • Lower the cost of failure • Encourage experimentation • Use existing primitives • Create prototypes • Embrace failure – always learning Rapid iteration –
- 20. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
- 21. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Learn from failure…
- 22. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
- 23. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 24. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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.”
- 25. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 26. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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.
- 27. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T 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
- 28. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T Thank you! S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. Jin-Sik Yim Head of Training and Certification, Korea Amazon Web Services