Today I would like to talk about the culture of innovation. Customers often ask me how can their companies innovate like Amazon. From its humble beginnings as the "World's Largest Bookstore," Amazon has not only innovated across e-commerce and adjacent segments within e-commerce, but also introduced new businesses that seem (and sometimes are) unrelated to e-commerce. Over the years Amazon has gotten very good at taking hard problems (often times esoteric), and made them easier for the masses to use. AWS is a great example of that. We have taken something so central and specialized as operating and managing technology data center, and pushed to the edges in form of a utility. When technology becomes a utility, it becomes ubiquitous, and therefore, more people can participate in the innovation.