The document discusses the "API mindset" and how it transformed Amazon. It summarizes Jeff Bezos' 2002 memo mandating that all Amazon teams communicate through APIs instead of direct links. This forced externalization led to Amazon Web Services and its massive cloud business. The API mindset is about enabling others rather than direct sales. It discusses how to implement the API mindset by consuming your own APIs, offering capabilities instead of products, and being willing to give things away for free like open source. The API mindset can transform products, businesses, and the world by better serving others.

1. THE API MINDSET FOR IT AND BUSINESS
TOM CULLY / BLACKRAVEN

2. WHAT IS THE API
MINDSET?

3. VALAR
DOHAERIS

4. ( ALL MEN
MUST
SERVE )

5. THE API MINDSET
IS BEYOND
CAPITALISM

6. THE API MINDSET
IS ABOUT
ENABLING, NOT
SELLING.

7. ( BUT YOU CAN
MAKE REAL
MONEY FROM IT )

8. A CANONICAL EXAMPLE
OF THE API MINDSET:

9. FROM BOOKSELLER TO
GLOBAL CLOUD PROVIDER

10. THE API MINDSET FOR IT AND BUSINESS
THE JEFF BEZOS MEMO, 2002
• All teams will henceforth expose their data and functionality through service interfaces.
• Teams must communicate with each other through these interfaces.
• There will be no other form of inter-process communication allowed: no direct linking, no
direct reads of another team’s data store, no shared-memory model, no back-doors
whatsoever. The only communication allowed is via service interface calls over the
network.
• It doesn’t matter what technology they use.
• All service interfaces, without exception, must be designed from the ground up to be
externalizable. That is to say, the team must plan and design to be able to expose the
interface to developers in the outside world. No exceptions.

11. “ANYONE WHO
DOES NOT DO
THIS WILL BE
FIRED”

12. “…HAVE A
NICE DAY!”

13. THE API MINDSET FOR IT AND BUSINESS
THE JEFF BEZOS MEMO, 2002
• All teams will henceforth expose their data and functionality through service interfaces.
• Teams must communicate with each other through these interfaces.
• There will be no other form of inter-process communication allowed: no direct linking, no
direct reads of another team’s data store, no shared-memory model, no back-doors
whatsoever. The only communication allowed is via service interface calls over the
network.
• It doesn’t matter what technology they use.
• All service interfaces, without exception, must be designed from the ground up to be
externalizable. That is to say, the team must plan and design to be able to expose the
interface to developers in the outside world. No exceptions.
SERVE EACH OTHER

14. AMAZON IN 2002 AMAZON IN 2019
Valuation of > $1tn USDValuation of < $1bn USD

15. ( I TOLD YOU -
REAL MONEY )

16. Today, AWS has 32.3%* of the global cloud server business
1m+ customers include Adobe Systems, Airbnb, Alcatel-Lucent, Aon,
Autodesk, BMW, Bristol-Myers Squibb, Canon, Capital One…
But more importantly: Through APIs, Amazon is an Enabler
for Startups, Disruptors & SMEs globally - You can get
infrastructure for a new venture up and running on AWS in
less than a day.
* Q4 2018 canalys.com

17. IMPLEMENTING THE API
MINDSET

18. 1. EAT YOUR OWN
DOGFOOD

19. APPLICATION
Public Boundary
DATABASE /
INTERNAL
SYSTEMS

20. APPLICATION
Public Boundary
API
DATABASE /
INTERNAL
SYSTEMS

21. APPLICATION
Public Boundary
DATABASE /
INTERNAL
SYSTEMS
API
DATABASE /
INTERNAL
SYSTEMS

22. APPLICATION
Public Boundary
DATABASE /
INTERNAL
SYSTEMS
API
DATABASE /
INTERNAL
SYSTEMS
DATABASE /
INTERNAL
SYSTEMS
DATABASE /
INTERNAL
API
APPLICATION

23. “WINCHESTER MYSTERY
HOUSE”

24. AKA: AN ABSOLUTE
F**KING MESS

25. APPLICATION
Public Boundary
DATABASE /
INTERNAL
SYSTEMS

26. API
DATABASE / INTERNAL
SYSTEMS
APPLICATION

27. APPLICATION
API
DATABASE / INTERNAL
SYSTEMS

28. 2. OFFER CAPABILITIES,
NOT PRODUCTS

29. PRODUCTSINTERNAL
SYSTEMS CUSTOMERS
B2C
Your Business

30. PRODUCTSINTERNAL
SYSTEMS CUSTOMERSAPI
CAPABILITIES
Your Business
B2C

31. PRODUCTS
INTERNAL
SYSTEMS CUSTOMERSPRODUCTS
PRODUCTS CUSTOMERS
CUSTOMERS
Your Business
B2C
API
CAPABILITIES

32. PRODUCTSINTERNAL
SYSTEMS
CUSTOMERS
Your Business
PRODUCTS
PRODUCTS CUSTOMERS
CUSTOMERS
Derivative Businesses
B2B2C
CU
CU
API
CAPABILITIES

33. CUSTOMERS
PRODUCTSINTERNAL
SYSTEMS
CUSTOMERS
Your Business
PRODUCTS
CUSTOMERS
CUSTOMERS
B2B2C
CUSTOMERS
CU
CU
CU
CU
CUSTOMERS
CUSTOMERS
API
CAPABILITIES

34. NEW
CUSTOMERS
PRODUCTSINTERNAL
SYSTEMS
CUSTOMERS
Your Business
PRODUCTS
NEW PRODUCTS CUSTOMERS
CUSTOMERS
B2B2C
CUSTOMERS
CU
CU
CU
CU
CUSTOMERS
CUSTOMERS
API
CAPABILITIES

35. AKA: MASSIVELY
REDUCED RISK

36. “IF THERE IS
A GOLDRUSH,
SELL
SPADES.”

37. 3. BE PREPARED TO
GIVE AWAY THINGS
FOR FREE

38. THE API ECONOMY
IS A SHARING
ECONOMY

40. FREE *
* AS IN BEER

41. FREE *
* AS IN FREE BEER, FOR YOU TOO!

42. YOUR
DEVELOPERS
INTERNAL
SYSTEMS
CUSTOMERS
Your Business

43. THE OPEN SOURCE
COMMUNITY CAN BE A
PART OF YOUR
DEVELOPMENT EFFORT

44. INTERNAL
SYSTEMS
Your Business
APIS

45. PRODUCTSINTERNAL
SYSTEMS
Your Business
APIS
INTEGRATIONS
LIBS / CLIENTS
Open Source Developers,
Tinkerers, Makers, Hackers
PRODUCTS
INTEGRATIONS
LIBRARIES /
CLIENTS

46. PRODUCTSINTERNAL
SYSTEMS
OTHER APIS
Your Business
APIS
INTEGRATIONS
LIBS / CLIENTS
EXTERNAL
DEVELOPERS
YOUR
CUSTOMERS
Open Source Developers,
Tinkerers, Makers, Hackers
PRODUCTS
INTEGRATIONS
LIBS / CLIENTS

47. INTERNAL
SYSTEMS
Your Business
APIS
POLICY MAKERS
GOVERNMENTS
CHARITIES / NOT FOR
PROFITS
INTERNAL
SYSTEMS
Other Entities
APIS

48. IN CONCLUSION

49. THE API MINDSET CAN
TRANSFORM YOUR
PRODUCTS

50. THE API MINDSET CAN
TRANSFORM YOUR
BUSINESS

51. THE API MINDSET CAN
TRANSFORM THE WORLD

52. SO KEEP SERVING

53. THANK YOU
blackraven.co.nz
tom@blackraven.co.nz
@tomdionysus