All organisations aspire for customer-centricity as a culture but Amazon embraces it in everything that they do from A to Z.

Recently finished reading "Working Backwards" - a book written by former Amazon executives Colin Bryar and Bill Carr that offers insights, stories and secrets from inside Amazon. One of the frameworks that I got quite intrigued by was Amazon's unique approach to product development and innovation, known as "working backwards."

At its core, "working backwards" involves starting with the customer and working backwards to create the product. Instead of beginning with an idea and hoping customers will like it, Amazon reverses the process:

1. They imagine the finished product from the customer's perspective
2. Draft an internal press release announcing the product
3. Rigorously scrutinize and refine the concept
4. Only then begin development

This approach ensures that every product or service is truly customer-centric from inception. Sure, Amazon has had product failures but this forces teams to clearly articulate the customer benefit before investing significant resources and thus, saving time and money.

What impresses me most about this method is how it aligns entire organizations around customer needs rather than internal goals or competitor actions. It's a powerful reminder that in business, starting with the end user in mind can lead to breakthrough innovations.