You will have the opportunity to see examples of innovation throughout history and instances where people and companies failed to seize the opportunity to innovate. Amazon’s culture of innovation will be put under the microscope, with Jim explaining the company’s leadership principles in detail. One of the most interesting topics that will be covered in the session is a principle called "working backwards" that is widely used at Amazon. Find out why the company works backwards from the customer, rather than coming up with ideas for services and trying to get customers to use them. Also, learn about Amazon Web Services and how it helps customers innovate.