Working Backwards: The PRFAQ Method that Powers Amazon's Innovation

In this session, Alfonso Palacios explores the core elements of Amazon's innovation culture through the Press Release/Frequently Asked Questions (PRFAQ) methodology - a key driver of customer-obsessed development. Drawing from direct leadership experience at Amazon, he will demonstrate how structured processes enable clear thinking and creative problem-solving. The session provides practical examples from successful Amazon initiatives. Attendees leave with actionable frameworks to drive technological advancement in their organizations through Amazon's proven methods of structured innovation.

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