The Amazon Secret to Innovation: How to Build a System for Execution | Marcelo Calbucci

Why do most companies struggle with innovation? Because they don’t have a system to execute it.

Let's be honest, how many times have you heard a corporate leader talk about the importance of innovation, only to see absolutely nothing change? Innovation has become a buzzword, thrown around in boardrooms and strategy meetings, but often lacking any real substance. It's like everyone agrees it's crucial, yet most companies struggle actually to do it. A recent McKinsey report found that while 84% of executives say innovation is crucial for growth, only 6% are satisfied with their innovation performance. Think about that – 84% know it's essential, but only 6% are actually good at it. That's a massive gap, and it points to a fundamental problem: we're not just lacking good ideas; we're lacking a system for executing them.

And that's precisely what we're tackling today. My guest, Marcelo Calbucci, isn't just another talking head spouting platitudes about innovation. He's a battle-tested entrepreneur, innovator, and technologist who's been in the trenches at companies like Microsoft and Amazon, and who has founded several start-ups of his own. He's seen what works and, more importantly, what doesn't when it comes to fostering a culture of innovation. He's going to pull back the curtain on a powerful framework, the PRFAQ (Press Release and Frequently Asked Questions), which is a core part of the "Amazon secret" for driving innovation. This isn't some theoretical concept; it's a practical, proven method that can help your organization move beyond just talking about innovation and actually doing it.

We're going to get real about the obstacles that stifle innovation within large organizations, from internal politics and bureaucratic red tape to a lack of clear communication and a fear of failure. We’ll explore the insidious nature of "narrative gaps," those disconnects between what leadership thinks is being communicated and what employees actually understand. And we'll dive deep into the PRFAQ framework, with Marcelo sharing concrete examples of its successful implementation and walking us through the steps involved. We'll also discuss how to overcome resistance to change and build a long-term culture of innovation, one that's embedded in the DNA of your organization. So, if you're a leader who's tired of the innovation lip service and ready to see real results, then buckle up. This episode is for you.

 

Here’s what you’ll learn in this episode on How to Build a System for Execution of Innovation:

✔ The biggest obstacles stopping innovation in large organizations ✔ How “narrative gaps” kill innovation before it even starts ✔ What the PRFAQ framework is and how Amazon uses it to drive execution ✔ Step-by-step process for developing & implementing PRFAQ for innovation ✔ How to overcome resistance and get leadership buy-in for new ideas ✔ How PRFAQ builds a long-term culture of innovation beyond one-off projects

About Marcelo Calbucci:

Marcelo Calbucci is an entrepreneur, innovator, and technologist with over 30 years of experience in software engineering, product development, UX, and AI. He has led teams at Microsoft (Bing, Exchange Server) and Amazon (People eXperience & Technology), founded six startups, launched multiple tech projects, and holds 11 patents. With his expertise in scaling innovation, he reveals how companies can stop talking about innovation and start executing it.

How to reach Marcelo:

LinkedIn: https://www.linkedin.com/in/marcelocalbucci/

His website https://calbucci.com/

Check his book The PRFAQ Framework https://www.theprfaq.com/

 

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