2019年Amazon如何使人人皆為創新者-大型技術如何做到文化驅動創新.pdf

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1、 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 的創新文化20 September 2019 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 廣泛的服務設備內容服務產品 2019,Amazon Web Services,Inc.or its Affiliates.A

2、ll rights reserved.Amazon Confidential and Trademark1994m創立1995mA1998m增加了 CDs&DVDs2006mAmazon Web Services2007mKindle/Prime2011m視頻2012m雜貨2014mAlexa/Echo 音箱2015m線下書店2017mAmazon Gohttp:/phx.corporate- 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark

3、2018,Amazon Web Services,Inc.or its affiliates.All rights reserved.2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkJeff Bezos創始人及首席執行官A,Inc.“”創新有多種形式和多種尺度。最激進的創新和最具變革性的方式莫過于賦予他人發揮創造力的能力 讓每個人追逐他的夢想 2019,Amazon Web Services,Inc.or its Affiliates.All

4、rights reserved.Amazon Confidential and Trademark1997 年致股東的信 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark真正的客戶至上“客戶總是漂亮的、不滿意的”擁抱外部的趨勢“如果你和他們對抗，你可能是在和未來戰斗。擁抱他們，你就搭上了順風.”抵制代理“卓越的客戶體驗始于內心、直覺、好奇心、玩樂、勇氣和品味”高速決策在可能的情況下使用輕量級流程用70%的數據做出大多數決定不同意和承諾盡早識別偏

5、差Day 1 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark我們的使命我們希望成為世界上最以客戶為中心的企業 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon的創新文化客戶至上“每一個流程都要從客戶那里發起，然后向后開始工作.”長期思考“眼光要執著，但細節上要靈活.”如果你想要創新

6、，你必須接受失敗“我們愿意走進一些黑暗的小巷，偶爾我們會發現一些真正有用的東西.”你必須接受長時間內被誤解“我們要適應被誤解的感覺.”2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 的增長飛輪價值選擇便捷 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark增長飛輪的故事 Amazon

7、 Prime 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademarkf(innovation)=(org*arch)(mechanisms*culture)2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark建立創新的文化機制:將想法轉化為有意義的創新的行為編碼向后工作法、PR-FAQ和詳細的描述組織:將

8、權力下放給單線索的所有者，他們領導著小型的、授權的“兩個披薩”團隊，擁有他們自主的創建架構:通過自服務工具增強創新者的能力;利用AWS云平臺快速構建、快速擴展和最小化故障的成本文化:招募構建者 根據我們的 14 項領導力原則進行管理,遠見卓識&早期投資 并接受失敗作為創新過程的關鍵部分產生創意:招募創新者，并鼓勵來自整個組織的具有顛覆性的新創意 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkHow do we organize for inn

9、ovation?機制向后工作的流程安燈繩糾錯(COE)架構微服務架構松耦合應用自服務平臺-沒有看門人文化我們的員工:我們招募構建者(Builder)、創新者和企業家我們的信念:Amazon 領導力準則組織實驗兩張比薩餅團隊（Two Pizza team）我們如何組織創新?2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark機制就是一個完整的過程 2019,Amazon Web Services,Inc.or its Affiliates.All r

10、ights reserved.Amazon Confidential and Trademark向后工作是個流程用它來讓你理解得更清晰，而不是記錄你已經決定要做的事情可視新聞稿用戶常見問題 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark從客戶那里向后工作 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trad

11、emark誰是你的客戶?明確他們的背景和需求 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark向后工作過程的三個構件新聞稿常見問題可視化 2019,Amazon Web Services,Inc.or its Affiliates.All rig

12、hts reserved.Amazon Confidential and Trademark撰寫新聞稿 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark我們將優化客戶體驗，以提高購買價格的準確性，以促進跨境零售客戶更快的速度和購買決策的信心。SAY IT SIMPLYAmazon 讓國際消費者更容易通過向他們展示一件商品的總體到岸成本來決定購買什么?？偟桨冻杀景ㄋ械亩愂?，關稅和運輸成本。2019,Amazon Web Services,In

13、c.or its Affiliates.All rights reserved.Amazon Confidential and Trademark編寫常見問題解答(FAQ)2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkFAQs包括客戶常見問題和內部常見問題包括難題提前分享你的新聞稿來收集問題 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Co

14、nfidential and Trademark可視化展示客戶體驗粗略的想法-粗略繪圖將保真度與您的想法的成熟度相匹配不要害怕被挑釁 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark我們閱讀、討論、辯論和提問 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2019,Amazon Web Se

15、rvices,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkHow do we organize for innovation?機制向后工作的流程安燈繩糾錯(COE)架構微服務架構松耦合應用自服務平臺-沒有看門人文化我們的員工:我們招募構建者(Builder)、創新者和企業家我們的信念:Amazon 領導力準則組織實驗兩張比薩餅團隊（Two Pizza team）我們如何組織創新?2019,Amazon Web Services,Inc.or its Affiliates.All right

16、s reserved.Amazon Confidential and Trademark較少的發布事件瀑布方法較少的投入“最小的風險”頻繁的發布事件精益方法更大的投入“增加的風險”時間變更時間變更 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 的發展轉型:2001 2002單體應用+團隊2001經驗教訓:為敏捷而分解2002微服務+2 張披薩團隊 2019,Amazon Web Services,Inc.or its Affil

17、iates.All rights reserved.Amazon Confidential and TrademarkStevey Yegge 吐槽事件 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark轉向微服務單一用途僅通過強化API進行連接相互之間大部分是“黑匣子”業務邏輯和數據只能通過API訪問 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazo

18、n Confidential and Trademark全部的所有權全部的責任DevOps專注于創新兩張披薩餅團隊 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark開發者微服務部署管道構建測試發布構建測試發布構建測試發布 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 大規模部署實

19、踐1000s 團隊微服務CI/CD無服務器 每年部署6,000萬次*2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 如何進行 DevOps？讓每件事都自動化為敏捷性而分解(微服務,2張披薩團隊)工具標準化基礎設施即代碼確?？煽?Belts and suspenders)(管理,模版)2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon C

20、onfidential and Trademark“我們正在創建強大的自助服務平臺，允許成千上萬的人大膽地嘗試和完成本來不可能或不切實際的事情?！睕]有看門人的自服務平臺 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark沒有看門人的自服務平臺創建強大的自助服務平臺，使開發者能夠為正確的工作使用正確的工具 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazo

21、n Confidential and Trademark自服務與技術無關鼓勵最佳實踐單一用途的服務 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark對今天的開發者，這是一個兼具深度與寬度的平臺Technical&Business SupportAWS Marketplace7 項服務Analytics11 項服務IoT11 項服務Machine Learning20 項服務Core Services5 項服務Management Tools8

22、項服務DevOps11 項服務Blockchain2 項服務Mobile Services8 項服務App Services5 項服務Infrastructure7 項服務Enterprise Apps9 項服務Migration7 項服務Security&Compliance19 項服務9 項服務 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAWS 的創新步伐每日的新能力1,957項 新特性/服務2018年AWS一直在不斷擴展其服務，以支

23、持任何一種云上的工作負載2018年，AWS共推出1,957項新功能和/或服務6115951672210171430195702505007501000125015002010201220142015201620172018新的發布與更新 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkStockholmHong Kong即將發布JakartaAWS 全球基礎設施22 個區域，69 個可用區 2019,Amazon Web Services,In

24、c.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAWS 推動了更多的初創企業Amazon 如何改變風投對初創公司的投資方式May 10,2017實驗成本與風險投資的演變March,2017研究人員發現，從2006年 AWS 出現到2010年，接受首輪融資的初創企業數量大幅增加，尤其是那些最能利用云服務的公司“”2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trad

25、emark如今，顛覆一個行業要容易得多民宿交易保險百貨這是那些“在云中誕生”的初創企業設備 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkHow do we organize for innovation?機制向后工作的流程安燈繩糾錯(COE)架構微服務架構松耦合應用自服務平臺-沒有看門人文化我們的員工:我們招募構建者(Builder)、創新者和企業家我們的信念:Amazon 領導力準則組織實驗兩張比薩餅團隊（Two Pizza team）我

26、們如何組織創新?2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark我們每個人都是使命的領導者 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon 的領導

27、力準則1.顧客至尚2.主人翁精神3.創新簡化4.決策正確5.好奇求知6.選賢育能7.最高標準8.遠見卓識9.崇尚行動10.勤儉節約11.贏得信任12.刨根問底13.敢于諫言，服從大局14.達成業績 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark愿意長時間被誤解 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and T

28、rademark73次主動降價(自2006年)1,957新特性與服務的發布，2018年數百萬月度活躍客戶 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark這是單向門還是雙向門?2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its

29、 Affiliates.All rights reserved.010020030040050060070020122013201420152016尋找人才事實上，包括AWS在內的人才招聘相對比例*I job trends,http:/ 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.DevOps 團隊文化范式

30、的轉變交叉培訓技能從設計到應用程序監控，各個方面的團隊協作和參與每個人都應該問的問題是“我的應用程序是否根據現在的狀態推動業務價值？”可以在組織中創建短期和臨時DevOps團隊人員流程技術DevOps 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Daniel Seltzer“我的直覺告訴我，一個10 x的貢

31、獻者所帶來的好處，會被0.1x的文化和領導力所抵消”2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkHow do we organize for innovation?機制向后工作的流程安燈繩糾錯(COE)架構微服務架構松耦合應用自服務平臺-沒有看門人文化我們的員工:我們招募構建者(Builder)、創新者和企業家我們的信念:Amazon 領導力準則組織實驗兩張比薩餅團隊（Two Pizza team）我們如何組織創新?2019,Amazon

32、Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.康威定律企業的組織就是系統設計設計系統的企業受限于生產設計，這些設計是企業溝通結構的副本 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademar

33、k兩張比薩餅團隊分解成原始的問題單線索的焦點自我導向的團隊培養了所有權和自主權 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.創新者喜歡實驗https:/ Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential an

34、d Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.實驗 證實或者拒絕 假設https:/ Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark從失敗中學習Auctions,zShops,MarketplaceFire Phone 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Am

35、azon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.創新者使用最小可行產品（MVP）進行試驗 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.黑客馬拉松實驗沙盒找到風

36、險的門檻.并慶祝它 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Andy JassyCEO,Amazon Web Services發明需要兩樣東西：能夠嘗試大量實驗的能力，而不必忍受實驗失敗的附帶損害 2019,Amazon Web Services,Inc.or its Affiliates.All ri

37、ghts reserved.Amazon Confidential and Trademark2016 年致股東的信 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark跨越多個領域的創新無人機研發Kindle 閱讀器家庭娛樂視頻流商品配送云計算語音技術先進的零售 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Tr

38、ademark 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademarkf(innovation)=(org*arch)(culture*mechanisms)2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and TrademarkAmazon 創新的關鍵文化顧客至上，招募構建者，讓他們建造，并用信仰體系支持他們機制促進創新思

39、維的編碼行為架構支持快速增長和變化的結構組織小型授權的團隊，按照自己的想法去創造 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark“我們在Amazon有三個理念，我們已經堅持了20多年，這是我們成功的原因：把客戶放在首位、客戶放在首位、創造以及耐心。創造以及耐心?！盝effrey P.Bezos創始人及首席執行官A,Inc.2019,Amazon Web Services,Inc.or its Affiliates.All rights res

40、erved.Amazon Confidential and Trademark 2018,Amazon Web Services,Inc.or its Affiliates.All rights reserved.新的原則1.像一個初創公司（資金充足、擁有領域專業知識）2.擁抱云計算3.為每個要求使用正確的工具4.盡可能使用開箱即用的功能5.創建一個微服務架構6.強制執行那些YAGNI（You Arent Going to Need It）7.培養DevOps8.“你建造它，你擁有它！”思想遠大、腳踏實地、快速前進(Think big,start small,go fast)2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark 2019,Amazon Web Services,Inc.or its Affiliates.All rights reserved.Amazon Confidential and Trademark謝謝!