And for new initiatives in Digital (as well as AWS), the PR/FAQ process enabled him to spend weeks or months to gain alignment and clarity at a high level of detail on each project. Once he and the team had aligned on each detailed PR/FAQ, Digital and AWS leaders could then run as hard as possible to build their teams and launch new products, with the knowledge that they were in lockstep with the CEO. This enabled Jeff to direct and influence multiple projects simultaneously. This kind of alignment existed not because Jeff was CEO but because we had a process in place that enabled it. The same
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