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Carlos Conde • Chief Tech. Evangelist
@caarlco
5 RULES FOR GROWTH
Lessons learned from Amazon
WORK BACKWARDS 

FROM THE CUSTOMER
1. PRESS RELEASE

2. FAQ

3. USER MANUAL
PUT THE CUSTOMER FIRST
...AND WORK BACKWARDS
#1
Define your Culture
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
‟2 PIZZA” TEAMS
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
A STRONG CULTURE CAN
OVERCOME ALMOST ANY
POOR TECHNICAL DECISION
A WEAK CULTURE CAN'T BE
SAVED WITH THE BEST
TECHNOLOGY
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
#2
Experiment Frequently
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
SEPARATE DECISION

FROM EVALUATION
SPEED OF ITERATION
BEATS QUALITY OF ITERATION
11.6s
Mean time between
deployments
(weekday)
1,079
Max number of
deployments in a
single hour
10,000
Mean number of
hosts
simultaneously
receiving a
deployment
30,000
Max number of
hosts
simultaneously
receiving a
deployment
DEPLOYMENTS AT 

AMAZON.COM
FAIL FAST
FAIL LOW-COST
TO INCREASE INNOVATION
LOWER THE COST OF FAILURE
#3
Learn from your failures
SUCCESS MAKE PEOPLE FEEL GOOD
FAILURES MAKES PEOPLE BETTER
IF SOMETHING IS HARD
REPETITION MAKES IT EASIER
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
GAME DAYS
Simulation situations for
resilience engineering
#4
Build a platform
« The most radical and transformative of
inventions are often those that empower
others to unleash their creativity – to
pursue their dreams. »
– Jeff Bezos
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
PAY PER USE
NO UP-FRONT COST
ON-DEMAND
#5
Focus on your business
« People think focus means saying yes to the
thing you’ve got to focus on. But it means
saying no to the hundred other good ideas
that there are.
You have to pick carefully. I’m actually as
proud of the things we haven’t done as the
things I have done. Innovation is saying no to
1,000 things. »
– Steve Jobs
MAKE A TO-DON’T LIST
5 rules for growth; lessons learned by Amazon  Carlos Conde (Amazon Web Services)
1. Define your culture
2. Experiment frequently
3. Learn from failures
4. Build a platform
5. Focus on your business
« We've had three big ideas at Amazon and
they're the reason we're successful: 

put the customer first, invent, and be patient »
– Jeff Bezos
@caarlco
feedback / questions / get in touch:

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