Organizzazioni di tutte le dimensione e settori spesso guardano ad Amazon come ad un ‘modello di innovazione’. Dai suoi inizi come ‘il più grande store online di vendita di libri’, Amazon non solo ha innovato la sua offerta e-commerce, ma ha anche costantemente introdotto nuove linee di business indipendenti all'interno dell'organizzazione (AWS, Amazon Advertisting, Amazon Alexa etc.). Questo percorso di Amazon è sempre stato guidato dall'obiettivo di migliorare l'esperienza dei propri Clienti. In questa sessione approfondiremo i meccanismi culturali, organizzativi e tecnologici di cui Amazon si è dotata per far costantemente crescere il proprio ritmo di innovazione aziendale e mantenere la propria cultura di start-up, nonostante l'esponenziale crescita dimensionale.

1. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Culture of Innovation
Enabling Innovation for Customers
Luca Giuratrabocchetta
Country Manager, Amazon Web Services

2. 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.
Jeffrey P. Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.

3. The
Institutional
YES!
OUR MISSION
we want to be earth’s most
customer centric company

4. The
Institutional
YES!
OUR COMMITTMENT
we make our customers’ lives
easier

5. The
Institutional
YES!
WHERE INNOVATION STARTS
we start with the customer and
work backwards

6. …

7. » Customer Obsession
» Long Term Thinking
» You have to be willing to be
misunderstood for a long time.
» If you want to be inventive, you have to be
willing to fail.
Our culture of
innovation

8. The
Institutional
YES!
CUSTOMER OBSESSION
Work hard to please unconsciously dissatisfied customers

9. Amazon’s Growth Flywheel
Value
Selection
Convenience

11. The
Institutional
YES!
STUBBORN ON THE VISION
but flexible on the details

13. The
Institutional
YES!
WILLINGNESS TO BE
MISUNDERSTOOD
for a long period of time

14. amazon vertraulich

15. amazon vertraulich

16. The
Institutional
YES!
WILLINGNESS TO FAIL
Failure enables innovation

17. The
Institutional
YES!
Learn from failures…

18. The
Institutional
YES!
Turn failures into new services for customers

19. » Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
How do we
organize for
innovation?

20. 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.”
Jeffrey P. Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.

22. We read,
discuss,
debate and
ask
questions.

23. Start with the customer and work backwards
Press Release
FAQ
Visuals

24. » Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Loosely Coupled Applications
Self Service Platforms – No Gatekeepers
How do we
organize for
innovation?

25. The
Institutional
YES!
“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."
Self-Service Platforms without Gatekeepers

26. » Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Loosely Coupled Applications
Self Service Platforms – No Gatekeepers
» Culture
Our People: we hire builders, innovators, entrepreneurs
Our Beliefs: Amazon Leadership Principles
How do we
organize for
innovation?

27. Everyone of us
is a leader on
our mission

28. » Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Loosely Coupled Applications
Self Service Platforms – No Gatekeepers
» Culture
Our People: we hire builders, innovators, entrepreneurs
Our Beliefs: Amazon Leadership Principles
» Organization
Experimentation
Two Pizza Teams
How do we
organize for
innovation?

29. The
Institutional
YES!

30. The
Institutional
YES!
It is what allows us to unload
an entire truck full of products
and make them available for
purchase in as little as 30
minutes
Experimentation

31. The
Institutional
YES!
Experimentation
Amazon employs a “random stow” system that assigns
products across the warehouse based on forecasting of order frequency.

32. The
Institutional
YES!
• Decompose to Primitive Problems
• Single-threaded focus
• Small “Two Pizza Teams”
• Enables self-directed teams
• Fosters ownership & autonomy
Two Pizza Teams

33. » Mechanisms
Working Backwards Process
Andon Cord
Correction of Error (COE)
» Architecture
Micro-services Architectures
Loosely Coupled Applications
Self Service Platforms – No Gatekeepers
» Culture
Our People: we hire builders, innovators, entrepreneurs
Our Beliefs: Amazon Leadership Principles
» Organization
Experimentation
Two Pizza Teams
How do we
organize for
innovation?

34. The
Institutional
YES!
Amazon Innovation Equation
f(I) = (mechanisms * architecture)
(culture * organization)
^

35. The
Institutional
YES!
Still Day1, we keep Innovating on behalf of our customers
Drone Development
Advanced Shopping
Kindle Reader In-house
Entertainment
Grocery Delivery
Video Streaming
Home AutomationCloud Computing

36. 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.
Jeffrey P. Bezos
Founder and Chief Executive Officer
Amazon.com, Inc.

37. The
Institutional
YES!
Customer story

38. Our ascent to
the Cloud

39. «At ELITE we are lucky. We make the dreams of hundreds
of thousands of extraordinary people become true. What
people? Cyclists as we are.
Cyclists love to work hard. Climbing a mountain is the
effort that allows them to build their identity: cycling is
not a sport or recreational activity, it is a real lifestyle.»
Giulio Bertolo - CEO Elite s.r.l.

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Our story

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Our Challenges

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From product manufacturing to
Product/Service engineering
01

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Create Engagement among Cyclists
02

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Unpredictable workload on the
infrastructure. Variability based on
seasonality and weather conditions
03

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Workflow

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myETraining Platform

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Public Subnet Private Subnet
Codepipeline
Tunnel
VPN
S3
CodeDeploy
MongoDB
Cyclists
EC2 Autoscaling Group
Cloudfront
HQ
Route 53
Zero12 Team
ALB
RDSCodeCommit
Cloudwatch CloudTrail CloudConfig
myETraining Infrastructures

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Benefits of AWS

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Pay as you go
Scalability
Technology evolution
Security
Flexibility
Cost optimisation

50. amazon vertraulich
Our Future

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Real-time Web races
Amazon ECS AWS Core IoT
+

52. Thank you
Stefano Dindo
s.dindo@zero12.it