Ever wonder what the true customer value is for big companies like Amazon? Listening to customer feedback. Jeff Bezos once said that “[Amazon] spends so much time up front, that by the time we get to the backend, we really know what the customer wants.” Sandy Carter, Vice President of Amazon Web Services, stopped by the podcast to chat about innovation, supporting startups, and why working backward from the customer is so effective. The way innovation works at Amazon is not your average process:

1. Amazon starts by writing a press release that is driven by research.
2. Next, they create an FAQ that answers a few questions including what the design is and how it will be disruptive.
3. And then you finally design the UX.

And the very last thing is to be bold and ask for help.