Why does Amazon innovate on behalf of their customers? Because if you ask your customers, they can’t envision the future state. The requirements that they provide you will only possess the perspective of today and not the future.
For “buy high quality products at the lowest possible price,” the conventional requirements approach would have led most companies down the path of buying in bigger bulk and negotiating better vendor terms. Amazon has done that plus they introduced third-party sellers, which created a robust marketplace where sellers compete to bring the highest quality products at the lowest possible price.
For “making a purchase as easy as possible,” most companies would have tried to streamline their app workflow or others introduce monthly subscriptions. Amazon, on the hand, launched one-click purchases, Amazon Alexa, Dash buttons and Amazon Go checkout-free stores.
For “orders should be delivered as soon as possible with low to no shipping cost,” traditional requirements would have led most companies to optimize their current supply chain and logistics or for some, consider outsourcing delivery to shared economy drivers. Amazon, on the other hand unveiled Prime, Prime Now, AmazonFresh grocery delivery and soon Prime Air drone delivery.
This is why it’s so important to take a benefits-oriented requirements to new products and services.
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