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Top 15 Colin Bryar Quotes (2025 Update)

Colin Bryar Quote: “Amazon’s SVP of Devices, Dave Limp, summed up nicely what might happen next: “The best way to fail at inventing something is by making it somebody’s part-time job.”

1. “Amazon’s SVP of Devices, Dave Limp, summed up nicely what might happen next: “The best way to fail at inventing something is by making it somebody’s part-time job.”

— Colin Bryar

Colin Bryar Quote: “The best way to fail at inventing something is by making it somebody’s part-time job.”

2. “The best way to fail at inventing something is by making it somebody’s part-time job.”

— Colin Bryar

Colin Bryar Quote: “Sometimes it’s best to start slow in order to move fast.”

3. “Sometimes it’s best to start slow in order to move fast.”

— Colin Bryar

Colin Bryar Quote: “With all other things being equal, the organization that moves faster will innovate more, simply because it will be able to conduct a higher number of experiments per unit of time.”

4. “With all other things being equal, the organization that moves faster will innovate more, simply because it will be able to conduct a higher number of experiments per unit of time.”

— Colin Bryar

Colin Bryar Quote: “When you encounter a problem, the probability you’re actually looking at the actual root cause of the problem in the initial 24 hours is pretty close to zero, because it turns out that behind every issue there’s a very interesting story.” In the end, if you stick with identifying the true root causes of variation and eliminating them, you’ll have a predictable, in-control process that you can optimize.”

5. “When you encounter a problem, the probability you’re actually looking at the actual root cause of the problem in the initial 24 hours is pretty close to zero, because it turns out that behind every issue there’s a very interesting story.” In the end, if you stick with identifying the true root causes of variation and eliminating them, you’ll have a predictable, in-control process that you can optimize.”

— Colin Bryar

Colin Bryar Quote: “S-Team goals are aggressive enough that Amazon only expects about three-quarters of them to be fully achieved during the year. Hitting every one of them would be a clear sign that the bar had been set too low.”

6. “S-Team goals are aggressive enough that Amazon only expects about three-quarters of them to be fully achieved during the year. Hitting every one of them would be a clear sign that the bar had been set too low.”

— Colin Bryar

Colin Bryar Quote: “I can say confidently that the extra time we spent slowing down to uncover the necessary truths was ultimately a faster path to a large and successful business.”

7. “I can say confidently that the extra time we spent slowing down to uncover the necessary truths was ultimately a faster path to a large and successful business.”

— Colin Bryar

Colin Bryar Quote: “The NPI process was deflating for morale. But figuring out how to “boost morale” is not Amazonian. Other companies have morale-boosting projects and groups with names like “Fun Club” and “Culture Committee.” They view morale as a problem to be solved by company-sponsored entertainment and social interaction. Amazon’s approach to morale was to attract world-class talent and create an environment in which they had maximum latitude to invent and build things to delight customers.”

8. “The NPI process was deflating for morale. But figuring out how to “boost morale” is not Amazonian. Other companies have morale-boosting projects and groups with names like “Fun Club” and “Culture Committee.” They view morale as a problem to be solved by company-sponsored entertainment and social interaction. Amazon’s approach to morale was to attract world-class talent and create an environment in which they had maximum latitude to invent and build things to delight customers.”

— Colin Bryar

Colin Bryar Quote: “We have an unshakeable conviction that the long-term interests of shareowners are perfectly aligned with the interests of customers.”2 In other words, while it’s true that shareholder value stems from growth in profit, Amazon believes that long-term growth is best produced by putting the customer first.”

9. “We have an unshakeable conviction that the long-term interests of shareowners are perfectly aligned with the interests of customers.”2 In other words, while it’s true that shareholder value stems from growth in profit, Amazon believes that long-term growth is best produced by putting the customer first.”

— Colin Bryar

Colin Bryar Quote: “Our culture is four things: customer obsession instead of competitor obsession; willingness to think long term, with a longer investment horizon than most of our peers; eagerness to invent, which of course goes hand in hand with failure; and then, finally, taking professional pride in operational excellence.”

10. “Our culture is four things: customer obsession instead of competitor obsession; willingness to think long term, with a longer investment horizon than most of our peers; eagerness to invent, which of course goes hand in hand with failure; and then, finally, taking professional pride in operational excellence.”

— Colin Bryar

Colin Bryar Quote: “As Amazon grew, we realized that despite our best efforts, we were spending too much time coordinating and not enough time building. That’s because, while the growth in employees was linear, the number of their possible lines of communication grew exponentially.”

11. “As Amazon grew, we realized that despite our best efforts, we were spending too much time coordinating and not enough time building. That’s because, while the growth in employees was linear, the number of their possible lines of communication grew exponentially.”

— Colin Bryar

Colin Bryar Quote: “And finally there is the product development process that gives this book its name: working backwards from the desired customer experience.”

12. “And finally there is the product development process that gives this book its name: working backwards from the desired customer experience.”

— Colin Bryar

Colin Bryar Quote: “Better customer experience leads to more traffic. More traffic attracts more sellers seeking those buyers. More sellers lead to wider selection. Wider selection enhances customer experience, completing the circle. The cycle drives growth, which in turn lowers cost structure. Lower costs lead to lower prices, improving customer experience, and the flywheel spins faster.”

13. “Better customer experience leads to more traffic. More traffic attracts more sellers seeking those buyers. More sellers lead to wider selection. Wider selection enhances customer experience, completing the circle. The cycle drives growth, which in turn lowers cost structure. Lower costs lead to lower prices, improving customer experience, and the flywheel spins faster.”

— Colin Bryar

Colin Bryar Quote: “We want missionaries, not mercenaries.” We have all encountered mercenaries in our career. They are in it to make a fast buck for themselves, they don’t have the organization’s best interests at heart, and they don’t have the resolve to stick with your company through challenging times.”

14. “We want missionaries, not mercenaries.” We have all encountered mercenaries in our career. They are in it to make a fast buck for themselves, they don’t have the organization’s best interests at heart, and they don’t have the resolve to stick with your company through challenging times.”

— Colin Bryar

Colin Bryar Quote: “We found it helpful to think of such cross-functional projects as a kind of tax, a payment one team had to make in support of the overall forward progress of the company. We tried to minimize such intrusions but could not avoid them altogether. Some teams, through no fault of their own, found themselves in a higher tax bracket than others. The Order Pipeline and Payments teams, for example, had to be involved in almost every new initiative, even though it wasn’t in their original charters.”

15. “We found it helpful to think of such cross-functional projects as a kind of tax, a payment one team had to make in support of the overall forward progress of the company. We tried to minimize such intrusions but could not avoid them altogether. Some teams, through no fault of their own, found themselves in a higher tax bracket than others. The Order Pipeline and Payments teams, for example, had to be involved in almost every new initiative, even though it wasn’t in their original charters.”

— Colin Bryar

Colin Bryar Quote: “Most of Amazon’s major products and initiatives since 2004 have one very Amazonian thing in common – they were created through a process called Working Backwards.”

16. “Most of Amazon’s major products and initiatives since 2004 have one very Amazonian thing in common – they were created through a process called Working Backwards.”

— Colin Bryar

Colin Bryar Quote: “Another of Jeff’s frequent exhortations to his small staff was that Amazon should always underpromise and overdeliver, to ensure that customer expectations were exceeded.”

17. “Another of Jeff’s frequent exhortations to his small staff was that Amazon should always underpromise and overdeliver, to ensure that customer expectations were exceeded.”

— Colin Bryar

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