A company can effectively implement the principle of betting on big ideas by starting slow and testing different features to understand what customers want before asking them to pay upfront. This approach allows the company to refine its ideas based on customer feedback and make necessary adjustments before fully implementing them. For instance, Amazon Web Services began as an internal infrastructure for Amazon's own use, which was privately tested before being offered as a service to the world.
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So bet on big ideas, but start slow. "Super saver" shipping was a way to test different features and get to the root of what customers wanted before asking them to pay upfront for free shipping. The same goes for infrastructure. Amazon Web Services began as an internal infrastructure for the company's own use, which could be privately tested before offering it as a service to the world.