We often think of innovation as something that only geniuses are capable of. But in practice, it’s only through many trials and errors that the world gets to see and experience such remarkable inventions. This kind of belief is very much reflected within Amazon’s company culture.

Amazon’s relentless focus on customer experience has led them to many successes. By encouraging a culture of critical thinking and giving space for calculated risks, Amazon has become one of the biggest tech and e-commerce giants of this generation.

In this episode of Innovation Storytellers, Mark Oehlert, Innovation Success Manager at Amazon, lets us in on Amazon’s innovation process and the culture that they cultivate within the company that allows them to embrace and bet on new technologies.

He also talks about Amazon’s failures and the lessons they’ve learned from it, what the ‘cargo cult’ is and how it hinders companies from innovating.