As part of my deep dive into written narratives and Amazon, I have been reading through the yearly Amazon shareholder letters.
This summary of the thought process behind the Kindle is mind-blowing.
Where most of us would have hard-charged into doing all we could to highlight how high tech and bleeding edge the Kindle was, Amazon went the opposite way. They wanted to create a product so exceptional and easy to use that it would disappear into the background and customers could focus on the experience of reading.
Amazon's unique process allowed them to identify and then solve the real customer need, rather than just assuming they knew what was best for the customer. To build great products that solve real problems you have to be willing to put in the work.
