Amazon implemented a policy called the institutional yes, where employees are not allowed to say no to ideas. This policy created friction and embarrassment around saying no, making it easier for ideas to move forward. One outcome of this policy was the creation of Amazon Web Services, which is now one of the most successful products for the company. The key to operating in this new modality is to be curious, purpose-driven, constantly testing assumptions, and using small, agile teams to work autonomously.

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