Pratique du Shadowing: "Customer Obsession" Leadership Principle Explained by Amazon CEO Andy Jassy - Apprendre l'anglais à l'oral avec la vidéo

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Customer obsession.

So leaders start with the customer and work backwards.

They work vigorously to earn and keep customer trust.

Although leaders pay attention to competitors, they obsess over customers.

I'm intentionally starting with customer obsession because, frankly, everything starts with the customer and works backwards from there at Amazon.

That's the way we think about our business.

And it's always been true.

It's always been palpable in the whole time that I've been here.

And it's part of what attracted me to Amazon 26 and a half years ago, which was you could really feel that this was a culture

and a company that not just talked about doing right by customers, but walked that walk.

We're all customers of so many businesses, and we all know what we're treated like.

And typically, companies talk about being customer -focused, but rarely are.

And I really think Amazon has always been, and you've seen it from the beginning up to now, all sorts of examples of that.

But I remember the first full year I was at Amazon,

one of the big debates that year was whether or not we should have customer reviews on books detail pages.

We were a books -only retailer at that point.

And the debate really was because publishers didn't want us to have customer reviews because some of them might be negative.

But the reality is, if you're trying to help customers make the best possible decision for themselves on whether they want a product or not,

having honest customer reviews is incredibly helpful.

So we decided to have those customer reviews.

And you can see that customer focus all the way up to today.

Just look at what happened during the pandemic, where we had this very uncertain economy, where every company in the world,

including Amazon, was trying to save money however they could.

most technology companies looked at that environment and said,

we're going to find a way to extract every last dollar from our customers in this tight economy.

Amazon did the opposite.

In our cloud computing business and AWS, we proactively went to customers and tried to figure out how we could cost -optimize for them,

where they could save money, so they could redeploy that money in the future on projects that actually could help their business,

and they could live to fight another day in a difficult economy.

That's pretty different.

And you can see it in how we do our product development here at the company as well.

We won't write lines of code until we do the working backwards documents,

a press release to make sure that if we built the product we know that it's going to matter for customers.

And then a frequently asked questions document where we really try and vet ahead of time all the things customers care about.

What problem are we trying to solve?

What will customers care most about?

What would they be most disappointed about if we launch with this set of features?

What will they love most?

All the things that make it work for customers.

That's what we're always trying to figure out.

Now, I have also seen over time sometimes people get confused about how competitors

or economics come into play when you think about the leadership principle of customer obsession.

People wonder, well, am I being customer obsessed if I'm thinking about sustainability and economics of what I'm doing?

And, you know, of course, many of us remember in the early 2000s, the company Cosmo, which promised one -hour delivery of videos to your house.

They actually delivered a lot of ice cream to my house, too, by the way.

I really enjoyed the service, but it was not economic.

And the business lasted a year or two, and then it was gone.

And you're not really doing right by customers over a long period of time

if you get them excited about something that you can't sustain.

So, of course, you have to think about economics when you're thinking about what you're building.

And then some people ask, well, am I being customer obsessed if I think about what competitors have offered

and try to address something competitors have put out that customers like?

And the reality is that if you're trying to build the best possible customer experience, you have to be aware of what competitors are doing.

And if competitors build something that we haven't, by the way, we're very inventive and we're very customer focused,

but we're not going to build every single new feature that customers love.

There are going to be others that do so as well.

And if a competitor builds something that customers love, we should be aware of it and we should be inspired by it

and think about how we can improve our own customer experience with what we learn from what competitors have done.

So we always are going to have to be aware of competitors and economics and building the best customer experience,

but we're going to spend most of our waking hours focused on what we know customers care most about.

And the reality is that everybody at this company has not just the freedom, but really the expectation to look at what customers want

and figure out how we can be better and better for them every day.

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Vocabulaire et conseils d’expression pour cette leçon

Cette leçon d’expression orale s’appuie sur la vidéo « "Customer Obsession" Leadership Principle Explained by Amazon CEO Andy Jassy ». Les mots qui reviennent le plus souvent : customer, competitor, Amazon, economic, reviews. Cette vidéo contient 62 phrases et 898 mots à répéter en shadowing. La partie parlée dure 4:36. Le locuteur parle vite, environ 195 mots par minute : attendez-vous à des liaisons et à des sons réduits. 91 % des mots font partie des 3 000 mots les plus courants en anglais, le vocabulaire est donc facile à suivre.

Vocabulaire clé de cette vidéo

15 mots de la vidéo à retenir, avec leur prononciation et leur sens :

Mot	Prononciation	Sens
competitor nom	/kəmˈpɛt.ɪ.tɚ/	compétiteur, compétitrice
economics nom	/ˌiːkəˈnɒmɪks/	économie
obsession nom	/əbˈsɛʃən/	idée fixe
backward adjectif	/ˈbækwɚd/	en arrière
earn verbe	/ɝn/	gagner
confused adjectif	/kənˈfjuːzd/	désorienté, perdu
cloud nom	/ˈklaʊ̯d/	nuage
helpful adjectif	/ˈhɛlp.fl̩/	utile, serviable
disappointed adjectif	/ˌdɪsəˈpɔɪnɪd/	déçu
rarely adverbe	/ˈɹɛəɹli/	rarement
solve verbe	/sɒlv/	résoudre, régler
incredibly adverbe	/ɪŋˈkɹɛdɪbli/	incroyablement
principle nom	/ˈpɹɪn.sɪ.pəl/	principe
attract verbe	/əˈtɹækt/	attirer
publisher nom	/ˈpʌblɪʃɚ/	éditeur, éditrice

Les verbes à particule que vous entendrez

Mot	Sens
figure out verbe	cerner

Des phrases à répéter

Des phrases courtes et complètes de la vidéo, à réutiliser dans la conversation de tous les jours :

That's the way we think about our business.
What problem are we trying to solve?
That's what we're always trying to figure out.

Prononciation à surveiller

Le locuteur utilise 22 contractions et formes réduites, comme we're, you're, I'm. Prononcez-les sous leur forme courte, telles que vous les entendez.

Les sons « sh » et « zh »: obsession /əbˈsɛʃən/, publisher /ˈpʌblɪʃɚ/, expectation /ˌɛk.spɛkˈteɪ.ʃən/, intentionally /ɪnˈtɛn(t)ʃənəli/
Mots longs — placez bien l’accent: competitor /kəmˈpɛt.ɪ.tɚ/, economics /ˌiːkəˈnɒmɪks/, disappointed /ˌdɪsəˈpɔɪnɪd/, incredibly /ɪŋˈkɹɛdɪbli/, expectation /ˌɛk.spɛkˈteɪ.ʃən/

Les sons difficiles pour les francophones :

/r/ anglais — langue recourbée, sans frotter la gorge: rarely /ˈɹɛəɹli/, incredibly /ɪŋˈkɹɛdɪbli/, principle /ˈpɹɪn.sɪ.pəl/, attract /əˈtɹækt/, frankly /fɹæŋkli/

Comment s’entraîner avec cette vidéo

Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
Commencez à la vitesse 0,75×, répétez phrase par phrase, puis revenez à la vitesse normale quand cela devient facile.
Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme competitor, economics, obsession.

Qu'est-ce que la technique du Shadowing ?

Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.

Technique du shadowing : lire le guide complet étape par étape →

Pratique du Shadowing: "Customer Obsession" Leadership Principle Explained by Amazon CEO Andy Jassy - Apprendre l'anglais à l'oral avec la vidéo

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Vocabulaire et conseils d’expression pour cette leçon

Vocabulaire clé de cette vidéo

Les verbes à particule que vous entendrez

Des phrases à répéter

Prononciation à surveiller

Comment s’entraîner avec cette vidéo

Qu'est-ce que la technique du Shadowing ?