Title

AWS re:Invent 2023 - Enable better performance and reduce storage cost with InfluxDB 3.0 (STG102-S)

Summary

Liz Burton, Senior Partner Marketing Lead for Global Strategy at AWS, discusses the principles of innovation at Amazon, focusing on the customer-centric approach.
She introduces the "working backwards" framework, a process Amazon uses for product and service development, which is guided by Amazon's mission statement and leadership principles.
The working backwards process consists of five stages: listen, define, invent, refine, and test & iterate, all connected to customer questions.
Burton emphasizes the importance of avoiding solutions that don't address customer problems and the value of the working backwards document (PR FAQ) in reaching effective solutions.
She explains how the working backwards process can align with go-to-market strategies, increasing agility and reducing risk.
The session also covers how working backwards can integrate with marketing planning processes and the importance of understanding customer needs at every stage.
Resources for implementing the working backwards process are offered, including reaching out to AWS's innovation team or Burton herself for assistance.
Attendees are encouraged to provide feedback through a session survey to help AWS iterate and improve their programs.

The "working backwards" framework is a core part of Amazon's innovation culture, emphasizing a deep understanding of customer challenges and needs.
This approach is not limited to product development but can be applied to various business scenarios, including marketing and go-to-market strategies.
The process is iterative and involves continuous refinement, testing, and learning from both successes and failures, such as the example of the Amazon Fire Phone.
By integrating the working backwards process with marketing strategies, companies can better target their customer personas and improve their marketing funnel efficiency.
AWS provides support for companies interested in adopting the working backwards process, highlighting the company's commitment to sharing its innovation practices with partners and customers.