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Colin Bryar and Bill Carr joined Amazon in the late 90s. Their time at the company covered a period of unmatched innovation that brought products and services — including Kindle, Amazon Prime, Amazon Echo and Alexa, and Amazon Web Services — to life. Through the story of these innovations they reveal the principles and practices that drive Amazon’s success. Through their wealth of experience they offer unprecedented access to the 'Amazon way' as it was refined, articulated and proven to be repeatable, scalable and adaptable. Working Backwards shows how success is not achieved by the genius of any single leader, but rather through commitment to and execution of a set of well-defined, rigorously executed principles and practices that you can apply at your own company, no matter the size. An insider’s view of Amazon, perfect for leaders who want to succeed in 21st-century business