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6 RULES FOR INNOVATION 
Carlos Conde – Chief Tech. Evangelism EMEA 
carlosco@amazon.lu 
@caarlco
« The most radical and transformative of 
inventions are often those that empower 
others to unleash their creativity – to 
pursue their dreams. » 
! 
! 
! 
– Jeff Bezos
PAY PER USE 
NO UP-FRONT COST 
ON-DEMAND
INNOVATION IS HARD
« If I had asked people what they wanted, 
they would have said faster horses. » 
! 
! 
! 
– Henri Ford
6 RULES 
FOR INNOVATION
FOCUS ON 
#1 YOUR CUSTOMERS
WORK BACKWARDS 
FROM THE CUSTOMER
1. PRESS RELEASE 
2. FAQ 
3. USER MANUAL
EXPERIMENT 
#2 FREQUENTLY
SEPARATE DECISION 
FROM EVALUATION
MEASURE, IMPROVE, 
#3 AND ITERATE
11.6s 
! 
Mean time between 
deployments 
(weekday) 
1,079 
! 
Max number of 
deployments in a 
single hour 
10,000 
! 
Mean number of 
hosts 
simultaneously 
receiving a 
deployment 
30,000 
! 
Max number of 
hosts 
simultaneously 
receiving a 
deployment 
DEPLOYMENTS AT 
AMAZON.COM
DEPLOY TO PROD EVERY 20 MINUTES
ENVIRONMENT REQUIREMENTS: 
! 
FLEXIBILITY 
+ 
FEEDBACK
MOVE FAST 
#4 AND BE NIMBLE
SPEED OF ITERATION 
BEATS QUALITY OF ITERATION
2 PIZZA TEAMS
ANY GIVEN NIGHT, 300,000 PEOPLE ARE HOSTED 
1000s OF SERVERS, TBs OF STORAGE
We have a 5 person 
operations team. 
AWS allows us to devote our resources and 
mindshare to the core business.
#5 EMBRACE FAILURE
SUCCESS MAKE PEOPLE FEEL GOOD 
FAILURES MAKES PEOPLE BETTER
FAIL FAST 
FAIL LOW-COST
TO INCREASE INNOVATION 
LOWER THE COST OF FAILURE
FOCUS ON 
#6 YOUR BUSINESS
« Civilisation advances by extending the 
number of operations we can do without 
thinking about them. » 
! 
! 
! 
– Alfred North Whitehead
MAKE A TO-DON’T LIST
1. FOCUS ON YOUR CUSTOMERS 
2. EXPERIMENT FREQUENTLY 
3. MEASURE, IMPROVE AND ITERATE 
4. MOVE FAST & BE NIMBLE 
5. EMBRACE FAILURE 
6. FOCUS ON YOUR BUSINESS
INNOVATION IS NOT A GOAL, 
IT’S AN ONGOING PROCESS
« We've had three big ideas at Amazon that 
we've stuck with for 18 years, and they're the 
reason we're successful: 
put the customer first, invent, and be patient. » 
! 
! 
! 
– Jeff Bezos
carlosco@amazon.lu @caarlco

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