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 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
“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
"For me, eChai is a second home. I've been associated with it since the early days, when it was already setting a different tone for how startup communities could work. As a traditional business owner entering the new-age D2C space, eChai supported me in every direction. Over the years, it became my window to the startup world — and also gave me lifelong friends who continue to show up, for business and beyond."
Pankaj Bhimani
Founder, 58miles
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.
