Think Like Amazon #38: “You’re Thinking Too Small”: How to Truly Innovate with Steve Huynh
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Jun 24, 2025 
Steve Huynh, an 18-year Amazon veteran and content creator behind A Life Engineered, joins to discuss the pitfalls of the 'Think Big' mindset. He argues that real innovation starts by challenging existing assumptions rather than simply scaling up. The conversation dives into the principles that guide decision-making at Amazon, the power of clear communication, and the importance of living authentically. Huynh encourages listeners to question traditional approaches and find true opportunities for transformation in both their careers and personal lives.
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Power of Principled Thinking
- Principled thinking is the core skill Amazon instills that guides decision-making.
- It anchors actions on consistent principles like customer obsession and ownership for clarity and focus.
Think Big by Challenging Assumptions
- To truly think big, challenge the core assumptions behind your work instead of just expanding existing tools.
- Ask why something exists and imagine what would have to be true if it didn't exist to find radical innovations.
Reimagine the Business Model
- True innovation means questioning the very business you are in, not just iterating on existing products.
- Thinking big isn't linear growth; it involves reimagining the problem space and business model itself.