Case Study

Learn From Amazon’s Approach To Innovation And Experimentation

Amazon Leverages New Practices For Innovation And Growth Based On Customer Obsession

October 7th, 2021
With contributors:
Pascal Matzke , Elitsa Kortenska , Rachel Birrell


Tech execs must move beyond agile and establish new practices that enable cross-functional teams to overcome aging, siloed processes and drive innovation and growth at scale. Amazon’s enduring success with customers relies on a set of methodologies, concepts, and tools that range from culture to process and technology. While not every firm is like Amazon, any tech exec who wants to become a future fit innovation leader should embrace and leverage these practices.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.