Track 3 Session 1_ Amazon的創新文化讓人人成為創新者

© 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon的創新文化
讓人人成為創新者
Yi-an Han
T r a c k 3 | S e s s i o n 1
Lead of business development – strategic account
Amazon Web Services

最後一哩交付先進購物電子書家庭娛樂
Amazon生鮮居家智能Amazon雲計算
Amazon一直在不同領域持續創新
影視服務

我們的使命
成為地球上最以客戶為中心的公司
to be Earth’s most customer-centric company

創新從何處開始
從客戶出發，逆向工作
We start with the customer and work backwards.

“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 致股東信

1994 m 創立
1995 m Amazon.com
1998 m CDs & DVDs
2006 m AWS
2007 m Kindle
2011 m 視頻
2012 m 雜貨
2014 m Alexa/Echo
2015 m 實體書店
2017 m 無人超市
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-corporatetimeline

增長飛輪
Growth Flywheel
> 價格
> 選擇
> 便利
© 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Amazon是怎樣協作創新的？
文化
客戶至上，雇用創建者，激勵他們創造，用信念系統支援他們
機制
促進創新思維的工作模式
架構
支持快速增長和變化的架構
組織
獲得授權的小型團隊對其工作全面負責

每個人都是實現我們
願景的領導者
Every one of us is a
leader on our
mission
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

Our Leadership Principles
Whether you are an individual contributor or a manager of a large team, you are an Amazon leader.
These are our leadership principles, unless you know better ones. Please be a leader.
Customer Obsession
Leaders start with the customer and work backwards. They work
vigorously to earn and keep customer trust. Although leaders pay
attention to competitors, they obsess over customers.
Ownership
Leaders are owners. They think long term and don’t sacrifice long-
term value for short-term results. They act on behalf of the entire
company, beyond just their own team. They never say “that’s not my
job”.
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.
Are Right, a Lot
Leaders are right a lot. They have strong judgment and good
instincts. They seek diverse perspectives and work to disconfirm their
beliefs.
Learn and Be Curious
Leaders are never done learning and always seek to improve
themselves. They are curious about new possibilities and act to
explore them.
Hire and Develop the Best
Leaders raise the performance bar with every hire and promotion.
They recognize exceptional talent, and willingly move them
throughout the organization. Leaders develop leaders and take
seriously their role in coaching others. We work on behalf of our
people to invent mechanisms for development like Career Choice.
Insist on the Highest Standards
Leaders have relentlessly high standards—many people may think
these standards are unreasonably high. Leaders are continually
raising the bar and driving their teams to deliver high quality
products, services and processes. Leaders ensure that defects do not
get sent down the line and that problems are fixed so they stay fixed.
Think Big
Thinking small is a self-fulfilling prophecy. Leaders create and
communicate a bold direction that inspires results. They think
differently and look around corners for ways to serve customers.
Bias for Action
Speed matters in business. Many decisions and actions are reversible
and do not need extensive study. We value calculated risk taking.
Frugality
Accomplish more with less. Constraints breed resourcefulness, self-
sufficiency and invention. There are no extra points for growing
headcount, budget size or fixed expense.
Earn Trust
Leaders listen attentively, speak candidly, and treat others
respectfully. They are vocally self-critical, even when doing so is
awkward or embarrassing. Leaders do not believe their or their
team’s body odor smells of perfume. They benchmark themselves
and their teams against the best.
Dive Deep
Leaders operate at all levels, stay connected to the details, audit
frequently, and are skeptical when metrics and anecdote differ. No
task is beneath them.
Have Backbone; Disagree and Commit
Leaders are obligated to respectfully challenge decisions when they
disagree, even when doing so is uncomfortable or exhausting.
Leaders have conviction and are tenacious. They do not compromise
for the sake of social cohesion. Once a decision is determined, they
commit wholly.
Deliver Results
Leaders focus on the key inputs for their business and deliver them
with the right quality and in a timely fashion. Despite setbacks, they
rise to the occasion and never settle.

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.

80
主動降價（從2006年開始）
1957
2018年推出的新服務和功能
數百萬
每月活躍用戶數

Bias for Action
Speed matters in business. Many decisions and actions
are reversible and do not need extensive study. We
value calculated risk taking.

單向門 vs. 雙向門？
Is it a one-way or
a two-way door?

機制就是一個完整的流程

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

逆向工作法是一個流程
Working Backwards
is a process
用它來釐清，而不是記錄你已經決定要
做的事情
Use it to get clarity, not to document
what you’ve already decided to do
Customer
Press
Release
FAQ
Visuals

誰是客戶？
明確他們的背景和需求
Who is the customer?
Be specific about their context and needs

逆向工作法文件示意
新聞稿
常見問題
圖例

我們閱讀、
探討、辯
論和提問

轉型成微服務架構
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

沒有“看門人”的自助服務平臺
創建強大的自助服務平臺，使創建者能夠
為正確的工作使用正確的工具
— “不上鎖”的工具箱
Self-service platforms without
gatekeepers
Creating powerful self-service platforms
that enable builders to use the right tool
for the right job

Amazon雇用創建者，
激勵他們創造
Amazon hires
builders and lets
them build

雙披薩團隊培育主人翁
精神和自主能力以實現
敏捷
去中心化的小團隊更
加敏捷
誰開發誰運
維，並付全責
Two-Pizza teams are fast
and agile, fostering
ownership and autonomy

Amazon是世界上
最善待失敗的地方
失敗與創新是共生
的雙子星
創新就要試驗，而
且不可能預先知道
試驗是否成功

Auctions, zShops, Marketplace
從失敗中學習…
Fire Phone

我們有三個堅持了超過20年的
大想法，它們是我們成功的原
因：客戶第一、發明、有耐
心。
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
Amazon.com, Inc.

Amazon的創新文化
‘我想改造或重組我們的公司以便
進行創新’
‘我想利用雲來加速創新的步伐’
‘我想開發一個新的數位化產品/方
案來滿足一個客戶需求’
組織轉型
遷移上雲
數位化創新
和AWS一起創新

Yi-an Han
Lead of business development – strategic account
Amazon Web Services

Track 3 Session 1_ Amazon的創新文化讓人人成為創新者

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Track 3 Session 1_ Amazon的創新文化讓人人成為創新者