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.
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.
The eChai Effect - In Their Words
"eChai isn’t just a startup community … it’s a mindset . eChai has been one of the most impactful communities in my entrepreneurial journey. It’s been a turning point . In a world where building something can often feel isolating, eChai gave me a sense of belonging. I’ve found mentors, collaborators, and friends here — people who genuinely want to see you succeed. It’s a space where ideas are challenged, actions are celebrated, and founders grow not just in scale, but in clarity and confidence. From late-night ideas to early-morning pitches, this community has quietly but powerfully shaped the way I build, think, and dream. I’ll always be grateful for the way eChai creates spaces where founders don’t just grow businesses — they grow together."
Koumal Kalantry
Founder, Bignano Ventures
"At DevX.Work, we’ve greatly benefited from our association with eChai. Their events and networking forums have connected us with high-potential startups, ecosystem leaders, and innovation-driven professionals — many of whom have become valuable partners, collaborators, and even clients. What stands out most is the openness and accessibility of the community — whether you're an early-stage founder or an experienced entrepreneur, eChai provides a welcoming space to learn, collaborate, and grow. It's more than just a network — it's a catalyst for real, collaborative growth. We’re proud to be part of the eChai community. Highly recommended for any organization aiming to grow within the startup space."
Umesh Uttamchandani
Co-Founder, DevX
“eChai has been that turning point in my journey. It gave me a platform when I wasn’t looking for visibility but needed direction. Over the years, it became more than just a network. It became my tribe; a place where conversations sparked collaborations, and strangers became trusted sounding boards. What I value most is how effortlessly eChai brings people together - no airs, no filters, just genuine people with shared dreams. I owe a lot to this community and to Jatin, whose consistency and belief in people have shaped journeys like mine. Forever grateful to be part of something so real.”
Rushabh Shah
Managing Partner - STIR Advisors
eChai Partner Brands
eChai Ventures partners with select brands as their growth partner - working together to explore new ideas, open doors, and build momentum across the startup ecosystem.
