Many successful companies, like Apple and Amazon, have undergone significant pivots, demonstrating that adaptation is key to long-term success.

At Amazon, we focus on developing only those things that truly matter for our customers, avoiding the risk of engineers taking charge and building technology instead of products.

A startup that pivoted from building a financial investment platform to creating a productivity tool for Zoom calls during the COVID-19 pandemic illustrates the importance of adapting to market needs and leveraging technology effectively.

Unlike Google Glass, which faced huge rejection, devices like Alexa are being embraced by users, including my parents who bought multiple devices after enjoying the first one.

Companies like Amazon are strategically rolling out smart devices, initially presenting them as simple smart speakers without overwhelming users with technical details.

Recognizing that just because a technology is hard to build does not mean it is valuable is a key lesson in entrepreneurship, and pivots are essential for startups to adapt and succeed, whether it's early on to find product-market fit or later to reinvent the business model.

Amazon's evolution from an online bookstore to the largest data center provider illustrates how unpredictable innovations can drive a company's market value, with AWS being a prime example.

At Amazon, innovation is driven by teams responding to customer requests, with about 95% of features developed based on direct customer feedback.

When launching a product, focus on your customers' needs rather than your competitors' features; it's about doing one thing exceptionally well.