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Companies can mitigate these risks by starting slow and testing their ideas before fully implementing them. This allows them to understand what their customers want and make necessary adjustments. For instance, they can offer a feature or service internally before offering it to the world, as Amazon did with Amazon Web Services.
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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.
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Have you ever wondered how Amazon managed to grow from the first online bookstore to a global technology leader in just 20 years? Jeff Bezos' humble i...
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