When Jonathan Weiss, a German technical lead, sold his startup to AWS 13 years ago, he thought he was going to spend all of his time in software development. Instead, it was a more encompassing, dynamic role that would also let him connect with customers, take on complex problems, and eventually thrive within a culture of innovation and ownership. Today, he leads over 2,600 developers in Berlin, and what keeps him up at night is the creative freedom AWS affords him.
From Startup to AWS: A Founder's Journey, Jonathan Weiss
His journey began in Berlin, where he co-founded a startup to simplify cloud management for businesses. The timing was perfect; AWS was in its infancy, and there was a glaring need for tools to help startups migrate to the cloud.
Weiss recalls, "We saw the same problem over and over, helping companies deploy their applications and manage their workloads."
The solution was a cloud management tool which attracted the attention of AWS leadership, then and now CEO Andy Jassy. Soon after pitching their idea - and the potential of Berlin as a hub for development - the startup was acquired, its product evolving into AWS OpsWorks, still a core service today.
What kept him at AWS long after the acquisition is its very particular culture.
"I stayed because of a feeling of agency," he says. "At AWS, whether it's the CEO or an intern, if you've got a good idea, people will listen."
The Power of Ownership and Decentralization
The AWS culture emphasizes ownership from top to bottom.
"It's not an infrequent occurrence for somebody to come to me with a challenge and say, 'Amazon should do this,'" he reports. "My response is always, 'Who is this Amazon person you're talking about? If you see the problem, propose the solution."
This is an ethos of accountability and empowerment throughout the organization. The organization is decentralized, almost in some ways like startups within the greater AWS ecosystem. Each team owns their products, their roadmap, and their customer satisfaction to make sure it's all very agile and creative.
"It's possible to be incredibly creative at AWS because of this autonomy. We push decisions as close to the problem as possible, trusting those who understand the customer best to make the right calls."
A Startup Mentality in a Global Giant
Despite its scale, AWS retains the entrepreneurial spirit of a startup. According to him, his role hasn't really changed much since his days as one of the founders of a startup: "The only thing I don't do anymore is clean the toilets," he jokes.
Beyond that, he's still deeply involved in customer relations, product development, and cross-functional collaboration.
At AWS, wearing several hats is not only encouraged but expected.
"We don't work in silos. If the task at hand requires marketing expertise or legal input, you step in and contribute. The end goal is always the same: make the customer happy."
This strongly contrasts with the rigid traditional corporate environment where well-defined roles and responsibilities choke innovation.
"At AWS, there's no 'not my job' mentality," he asserts. "Everyone is empowered to solve problems, no matter their title or role."
Creativity Meets Practicality
Asked if it is possible to remain creative within a large organization, he uses the decentralized nature of AWS as an enabler.
"Our teams are small and independent, which enables us to experiment and have fast iterations," he says. "We encourage ourselves to think big, but start small with iterated learning from customer feedback."
A case in point is PartyRock, which started life as an internal tool for experimenting with generative AI models.
"It started off as a side project to help our team understand large language models, but it quickly gained traction within AWS, and we decided to launch it publicly."
Today, hundreds of thousands of users are building AI-driven apps on PartyRock, from vacation planners to soccer team managers.
"This sort of bottom-up innovation is wh...