Latest / Marketing Execution with Mark Donnigan
Working Backwards
Amazon scaled from an obscure startup to hundreds of billions in revenue by doing one thing most companies get backward: they designed their entire organization around guiding principles first, then built processes to enforce them. Jeff Bezos insisted on working backwards from the customer experience rather than forwards from existing capabilities, a distinction that separates market leaders from also-rans. Their secret weapon? Specific tools like the PR/FAQ document that force teams to envision the final product before writing a single line of code, and single-responsibility teams that…
The skinny
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