November 2016
Intermediate to advanced
158 pages
3h 54m
English

Start with the customer and work backwards.
—JEFF BEZOS
“I’ve fallen, and I can’t get up!” Any late-night-TV-watching baby boomer knows the reference to Life Alert, the wearable device that allows the elderly to request medical assistance just by pushing a button.
Life Alert wasn’t originally part of the Internet of Things, but it is a button-driven, connected, special-purpose device with many similarities to the IoT products that Amazon and others have launched in the last few years.
Most importantly, Life Alert is a living example of Amazon’s first leadership principle—customer obsession. A necklace fob might seem simple, but it fundamentally ...
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