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[Music] a very common tendency at most companies is when theyre looking for new ventures is to try and build on uh existing skills like okay we know how to do this pretty well so how can we extend that to some other space or you know we have this capability we have this kind of knowledge whatever you know how can we extend this and this gets into the title of your book and the concept of working backwards and also the future press release idea explain how that works yeah so the the skills forward approach that you described is what a lot of companies do they look at what what we are good at um and and and you know what how can we can nudge and do a market a swot analysis whatever what our competitors are doing but whats often not mentioned is the word customer and so this is where amazon faced you know the same problem that all organizations face how do you take an idea of edit and bring it to market but tried something radically different and it also was something an experiment and