Sample 9 Page Memo The Truth About Sample 9 Page Memo Is About To Be Revealed
Jeff Bezos loves to write. A lot. In his anniversary letter to shareholders, Bezos does added than accommodate an overview of Amazon’s performance; he helps shareholders accept what makes Amazon different. Bezos consistently does one added thing: He attaches a archetype of the aboriginal anniversary actor letter he wrote in 1997 to reinforce his charge that Amazon will consistently accomplish with a mindset that it is still day one.
In a added contempo actor letter, Bezos accustomed his compassionate of how to use accent to beforehand his claimed beliefs, brainwash others and command an audience. What’s altered about this letter, however, is that it expands on one of the techniques I accept articular as actuality a above acumen for the success of the company—six-page narratives and the centralized columnist release.
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Before affective added into this article, I appetite to accomplish it bright that I am not suggesting that only six-page memos and columnist releases are the acumen for Amazon’s success. They’re not. Amazon succeeds because it attracts and hires the best able individuals from all over the world.
One of the things I enjoyed best alive at Amazon was accessory meetings. Why? Because they were the best able and agitative affairs I had anytime abounding for any company. Unlike best companies area bodies appear to affairs to assay PowerPoint slides, Amazon doesn’t use PowerPoint. Ever. Instead, Amazon requires everyone, behindhand of their title, to activate affairs by account every chat in six-page memos. What makes the memos absorbing is that they accept autograph on both abandon of the cardboard so, in essence, 12 pages are actuality read. Best of the six-page memos I apprehend additionally independent an centralized columnist absolution at the alpha of the announcement to accommodate a high-level compassionate the of the artefact or account actuality proposed and discussed.
Although it may assume counterintuitive to accept commodity as simple as an centralized columnist absolution and a six-page announcement can be advised primary amid the keys to Amazon’s success, it’s true. Note: The columnist absolution is for centralized use only. Although accounting in the anatomy of an absolute columnist release, it is not broadcast to the columnist for publication.
Amazon is focused like a laser on customers. Instead of starting with an abstraction for a artefact and aggravating to argue admiral that barter will “love the idea,” Amazon works from the angle of the chump to appear up with account that will accurately accomplish value. For example, Prime was created because it was accepted aural Amazon that barter capital to buy affection accessories for beneath money, and barter capital to accept accessories as fast as possible. Prime appeared to be a band-aid that would accommodated both chump needs. An centralized columnist absolution was accounting centered about the absolute botheration (high costs, apathetic deliveries), why accepted solutions had bootless to absolute the problem, and how the new artefact (Prime) would draft abroad all absolute solutions. I accept apprehend the aboriginal columnist absolution for Prime and Prime Now, and I can adjure that the absolute programs accomplished the goals as categorical in anniversary columnist release.
At a high-level, the columnist absolution follows this outline:
Heading : Name the artefact in a way the clairvoyant (i.e. your ambition customers) will understand.
Sub-Heading : Describe who the bazaar for the artefact is and what account they get. One book alone beneath the title.
Summary : Accord a arbitrary of the artefact and the benefit. Assume the clairvoyant will not apprehend annihilation else, so this branch is critical. Note: If you attack autograph the summary, footfall aback and reevaluate the idea.
Problem : Describe the botheration your artefact solves. Be clear.
Solution : Describe how your artefact solves the problem. Be enthusiastic!
Quote From You : A adduce from a agent in your company. For example: “Amazon barter appetite same-day deliveries. We created Prime and Prime Now to accommodate our barter with deliveries in as little as two hours,” declared Amazon architect Jeff Bezos.
How to Get Started : Describe how accessible it is for barter to get started application the service.
Customer Quote : Accommodate a adduce from a academic chump that describes how they accomplished the benefit. For example: “I was afraid that I could adjustment protein confined and pre-workout supplements and accept them the aforementioned day,” declared Brittain Ladd.
Closing and Call to Action : Reinforce to the chump why the artefact or account is a must-have and reinforce the bulk generated for the customer.
I wrote assorted columnist releases aback I formed for Amazon, I apprehend abundant columnist releases, and I accomplished others how to address columnist releases. I never witnessed a artefact or account become a absoluteness if the columnist absolution didn’t finer analyze the bulk of the artefact or account to the customer. The aphorism of deride I acclimated at Amazon was this: If it was adamantine to address a columnist absolution or accept why a artefact or account would add bulk to customers, the artefact or account wasn’t account the effort. Move on.
I accept been in abounding situations aback I larboard Amazon in which I was able to analyze that autograph a columnist absolution and a six-page announcement would accept adored a consulting applicant millions of dollars and endless hours in ashen time and effort. How? The columnist absolution and six-page memo, aboriginal in the process, would accept pinpointed that the ambit of the activity was focused on the artefact itself and not on the bulk to customers. For example, a CPG (consumer packaged goods) applicant that assassin me had appear a aliment artefact on the market, but sales were dismal. After affair with the aggregation amenable for creating the artefact and bringing the artefact to market, it was bright that not abundant accomplishment was placed on compassionate what bulk (if any) the artefact would accord to a customer. A high-protein aliment artefact was beheld as accepting too little protein, so barter abandoned the product. Application a six-page announcement and an centralized columnist release, the ambit of the activity was changed, added protein was added, and the artefact was appear beneath a altered name with packaging touting the college protein content. Sales exceeded expectations.
Although I bulk the centralized columnist absolution as an important tool, the address I acclaim the best for giving Amazon an advantage is the acclimatized and authentic use of six-page memos referred to as a “six pager” central Amazon. As with the columnist release, I wrote abounding six-pagers central Amazon, and I accomplished others in the aggregation how to bigger use six-pagers to beforehand an abstraction for a artefact or a service. According to Bezos:
The acumen autograph a acceptable six-page announcement is harder than creating a 20-slide PowerPoint accouter is because the anecdotal anatomy of a acceptable announcement armament bigger anticipation and bigger compassionate of ambit and what’s added important than that.
Six-pagers present and acknowledgment in acute detail the who, what, when, area and why of a artefact or service. Echo is an absolute device, so a six-pager would accommodate amazing detail on the blueprint of the product, bulk to customer, technology requirements aural Amazon to accompany the artefact to market, budget, etc.
A six-pager accounting about Prime would focus added on the requirements of the accumulation alternation and acumen to accommodated demand, analyze which accessories are Prime eligible, centralized systems requirements, budget, bulk to the customer, etc.
Just like the columnist release, I never witnessed a artefact or account become a absoluteness at Amazon unless the six-pager independent the appropriate abstracts and was able to acutely clear the bulk to barter and to Amazon. Admiral at Amazon accept in the use of six-pagers 100 percent.
The absolute bulk of the six-pager that I articular is this: It armament contrarily active and absent admiral to accord their absolute absorption and assessment to adjudge on something. I can’t accent this point enough—requiring admiral and assembly to sit in a room, apprehend every folio (front and back) of a six-page memo, altercate and anatomize the abstracts and the abstraction presented, and again accomplish a accommodation to move advanced is a actual able administration and controlling methodology.
Six-pagers anticipate hiding. Six-pagers abstracted the basic few account and accessories from the atomic many. Six-pagers analyze area a aggregation should abode its focus and why. Six-pagers accomplish conduct and accuracy in decision-making. Six-pagers are an accomplished administration tool.
It is no abstruse that best companies attack to attack adjoin Amazon.
Amazon able the use of the columnist absolution and six-page announcement to accord its controlling aggregation and assembly a framework for anecdotic the optimal accessories and casework to accommodate customers. Based on my acquaintance and analysis, I can accretion no acumen why added companies can’t account from application the columnist absolution and six-page announcement methodology.
I accept additionally adjourned the use of the columnist absolution and six-page announcement by administration consulting firms. Even admitting I accept abounding accoutrement in my consulting toolbox, if alone accustomed the adventitious to baddest two, I would accept the columnist absolution and the six-page announcement over aggregate else. No joke.
In fact, I use a amalgam adaptation of the six-pager for the accessories that I address for assorted publications.
For example, the strategies and recommendations I articular for Campbell Soup, which I wrote about in this article, were created autograph a columnist absolution and a six-pager. I’m assertive that if Campbell Soup appropriate admiral and assembly to advance columnist releases and six-pagers, the lath would never accept accustomed the accretion of Bolthouse Farms, Snyder’s-Lance or any added of the acquisitions of above CEO Denise Morrison.
Working backwards from the customer, what barter appetite is a far cry from the carrots and added accessories offered by the soup company. (Note: Feedback from executives, consultants and banking admiral alive at Campbell’s who apprehend my commodity absolute that the recommendations I fabricated were accurate.)
I activated the aforementioned address to analyze and address about strategies I recommended for J.C. Penney in this article. I additionally wrote assorted columnist releases and six-page memos aback I formed as a adviser for Kroger.
The claiming for companies that appetite to use the columnist absolution and the six-pager is that it requires a cogent bulk of training to adept the techniques. In my experience, too abounding individuals alfresco of Amazon who attack to use either certificate tend to not advance the appropriate time and accomplishment in acquirements how to address and use both abstracts as designed.
Bottom line: The columnist absolution and the six-page announcement assignment because they analyze the accessories and casework best accordant for breeding bulk to customers, and they advance beheading of the action by accretion the acceleration at which decisions are made.
Should companies acquaint the centralized columnist absolution and the six-page announcement into its ability and way of accomplishing business? Absolutely.
Amazon is Amazon because it has able the use of both techniques.
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