Bias for Action is an important leadership principle at Amazon, and with AWS we were certainly under time pressure to launch this product before our competitors did. But Bias for Action does not obviate the need for the painstaking aspects of the Working Backwards process. We did not allow ourselves to be so driven by what our competitors might do that we would launch a product without first having thought very carefully about how our customers would use it and benefit from it. To put it another way, Working Backwards was the process that enabled us to put into action the principle of Customer
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