Pillars of Amazon's Success

Bezos calls the process "working backwards" from customer needs rather than a "skills-forward approach that says, 'We are really good at X. What else can we do with X?'" While useful, the skills-forward approach doesn't enable a company to develop fresh skills or capabilities. It becomes outmoded. "Working backwards from customer needs often demands that we acquire new competencies and exercise new muscles, never mind how uncomfortable and awkward-feeling those first steps might be," he said.