At Amazon, every decision starts with the customer. In this episode, Shweta reveals Amazon’s frameworks—the Working Backwards approach, PRFAQs, input metrics vs. output metrics and the reality of high-stakes decision-making inside one of the world’s most influential companies.

Now a founder herself, she’s applied these principles to building her own business, The Midori Company.

This conversation is packed with insights for product managers, founders, and anyone obsessed with growth.

00:48 Shweta's journey at Amazon
02:52 The Amazon memo culture
03:52 Working backwards: PRFAQ model
09:40 Customer obsession at Amazon
12:59 Operational rhythms and metrics
18:38 Amazon's used business and sustainability
24:53 Hyper-personalization vs. customer obsession
26:04 Understanding your customer
27:33 Building customer personas
28:01 Real-life example: technology adoption
29:09 Targeting the right audience
30:54 Creating effective personas
31:33 Launching a product
37:29 The importance of brand in product management
43:52 Challenges in marketing Alexa in Europe
46:42 Starting a new venture
52:18 Pass the toolkit

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