Steve Kessel, Senior VP, Worldwide Digital Media, Amazon.com
- Start with the customer and work backwards.
- Be clear.
- Focus on customer needs that don’t change (lower prices, better selection, more convenience).
- Reduce friction (Amazon Shorts, 49 cents, keep a copy online for you).
- Reject either/or thinking.
- Maximize experimentation.
- Remember that the customer isn’t at the meeting.
