ROCKET Goals

“Invention is in our DNA and technology is the fundamental tool we wield to evolve and improve every aspect of the experience we provide our customers. We still have a lot to learn, and I expect and hope we’ll continue to have so much fun learning it. I take great pride in being part of this team.”
- Jeff Bezos

Amazon has been a leader in a number of significant technologies - not just online commerce, but also cloud services, eReaders, voice devices and logistics. But what is the launch sequence and North Star that allows them to consistently not only embrace these new technologies but become a recognized and profitable leader?

Focusing on ROCKET Goals using a step-by-step decision-making framework can be a powerful way to integrate technology and propel forward. Inspired by Amazon’s approach to technology deployment, here are five key decision prompts that can help guide this process effectively:

1. Identify and Prioritize the Need
What is the most pressing challenge or opportunity in your current landscape?
Begin by identifying areas where technology can have the most immediate impact, whether it’s enhancing customer experience, streamlining operations, or scaling up capabilities. This decision prompt ensures that you're leveraging technology where it can make a real difference. For Amazon - customer experience is the the North Star that guides all of their decision making around technology adoption. Be sure that your use of technology aligns closely to your strategic goals.

2. Evaluate Technological Options 
Among the available technologies, which have proven capabilities to address your identified need? 
Consider not only the most advanced technology but also the most appropriate. This involves researching potential solutions, evaluating their effectiveness, and selecting technology based on both performance and integration capabilities. With a bias towards experimentation, Amazon is constantly exploring new possibilities and applications. For example, as AI generated music begins to takeoff, they have already launched a powerful music creation tool as part of Amazon Music.

3. Risk Assessment and Mitigation 
What are the potential risks associated with deploying this technology? Once a technology is selected, conduct a thorough risk assessment. This includes looking at security vulnerabilities, potential data issues, and any operational risks. Developing a mitigation plan is crucial to prepare for any eventualities. As discussed in prior posts, Amazon is always ready to pivot if a particular course of action turns out to be the wrong direction.

4. Implementation Strategy 
How will the technology be implemented?
Draft a detailed plan for technology deployment, considering factors such as timeline, budget, human resources, and infrastructure changes. This prompt helps in setting realistic expectations and preparing the organization for a smooth transition. Bezos is famous for forcing everyone to write detailed memos about their particular project or proposal. At Amazon, there are no confusing PowerPoint decks full of pretty pictures and meaningless charts. Write out your plan in a thoughtful and logical fashion and then solicit equally thoughtful feedback.

5. Measure and Adjust:
After implementation, how will the impact of the technology be measured against your goals? 
Establish clear metrics for evaluation and regular checkpoints to assess the effectiveness of the technology. This continuous feedback loop is essential to understand whether the technology meets the intended goals and to make necessary adjustments. By embedding measurement into your tech deployment solutions from the beginning, it becomes easy to see when you are going off course.

As we've explored the structured, step-by-step decision-making framework that Amazon uses to harness new technologies, it becomes clear that the heart of their success lies in not just embracing change but leading it. Jeff Bezos's philosophy that "invention is in our DNA" is more than just a motto; it's a strategic blueprint that any organization can follow to innovate and succeed in the digital age. By identifying needs, evaluating options, assessing risks, implementing strategically, and continuously measuring and adjusting, your organization can not only adapt to technological changes but also drive them.

Looking ahead, the journey of technological adaptation is perpetual and exhilarating. It's about more than just surviving; it's about thriving—leveraging technology to push boundaries, enhance customer experiences, and continually grow. As you integrate these ROCKET Goals into your own strategies, remember that like Amazon, your efforts should not solely focus on adoption but on leadership in the technological landscape.

Let this be your North Star: Lead with curiosity, embrace the learning process, and make each technological step a stride towards revolutionizing your customer's experience. In doing so, you’ll not only achieve technological advancement but also foster a culture of innovation that propels your organization into the future.