innovation is a function of architecture and organization amplified to the power of mechanism and culture
innovation is a function of architecture and organization amplified to the power of mechanism and culture

You can’t escape Amazon in the digital economy. Now a trillion-dollar company, they have disrupted diverse sectors from retail to software development with a deftness and drive that’s admirable and alarming. They actually seem to be speeding up their rate of innovation as they scale, defying the Law of Large Companies that causes giants to get dragged down by their own girth.

How do they manage that?

A week ago at the MIT Platform Strategy SummitDirk Didascalou, vice president of IoT at Amazon Web Services (AWS), laid out their approach to innovating at scale. It was a 30-minute talk that I think everyone in martech could have appreciated.

Scott Brinker

As an incentive even though as even lower fidelity substitute, here’s but one excerpt of Scott Brinker’s notes and one photo of the slides he took.

At a high level, Amazon champions three overarching principles in their culture:
Customer obsession rather than competitor focus
Builders and pioneers with a willingness to fail
• Focus on the long-term rather than the short term
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