Fire Phone — the best failure for Amazon?!

Here is the simple but powerful formula of success I want to share today with you!
Big failure ->Big Learning ->Big Pivoting-> Big Success!

Who does NOT agree upon the famous saying all over the world — “Failure is the mother of Success”? My guess — very few. It’s common sense in today’s world. Right?

However, who wants big failure? Again, very few, maybe close to zero. Nobody wants to fail when you set out to achieve something.


Based on above article, Fire Phone was Project-B and Echo was Project-D, both were top secret projects in Amazon. Per some industry anecdotes, after the iconic failure post Fire phone, Jeff took the whole project team(couple of hundred ppl) to Hawaii, did a big *celebration* with many promotions to the team. And then he asked the magic question to the team“what’s the next?” which eventually led to the birth of Echo/Alexa — a huge success against the same competitors from the phone area incl. Google, Apple, Samsung — Amazon holds 40+% market share of smart speaker in US now.

There are many reasons why Jeff Bezos became the Richest man on this planet, and one of those reasons should be how he truly encourage the team to keep experimenting by truely embracing the FAILUREs like the Fire Phone one.

Again, here is the formula of success:
Try -> Fail -> Embrace ->Learn ->Pivot-> Succeed!



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Tommy Kan

A lifelong learner and explorer! Grew up in Asia, now enjoying the dynamism of Silicon Valley in the sunny California.