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
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Pankaj Bhimani
Founder, 58miles
"eChai has played a truly pivotal role in HummingBird’s journey — even before Day Zero. From ideation to establishment and into growth, it’s been a constant source of support. It connected me with incredible people who’ve become more than just friends. One of the biggest reasons I chose to stay in Ahmedabad is because of the eChai community. It has shaped my growth — both personally and professionally — in ways that are hard to articulate. Honestly, words fall short when I try to express what eChai means to me. I’m deeply thankful and forever grateful to eChai for being such an integral part of my journey."
Harsha Bhurani
Founder, HummingBird Consulting Group
“I have no hesitation in saying that my association with eChai has been a gateway into the startup ecosystem. Through this platform, I’ve had the opportunity to connect with many young and dynamic entrepreneurs. These interactions have been immensely enriching - I’ve learned a great deal and have always tried to offer guidance whenever approached. It’s a truly symbiotic relationship that I deeply value, and it wouldn’t have been possible without eChai.”
Syed Nadeem Jafri
Founder, Hearty Mart
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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.
