Prática de Shadowing: "Customer Obsession" Leadership Principle Explained by Amazon CEO Andy Jassy - Aprenda a falar inglês com vídeo
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Customer obsession.
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So leaders start with the customer and work backwards.
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They work vigorously to earn and keep customer trust.
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Although leaders pay attention to competitors, they obsess over customers.
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I'm intentionally starting with customer obsession because, frankly, everything starts with the customer and works backwards from there at Amazon.
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That's the way we think about our business.
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And it's always been true.
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It's always been palpable in the whole time that I've been here.
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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
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and a company that not just talked about doing right by customers, but walked that walk.
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We're all customers of so many businesses, and we all know what we're treated like.
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And typically, companies talk about being customer -focused, but rarely are.
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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.
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But I remember the first full year I was at Amazon,
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one of the big debates that year was whether or not we should have customer reviews on books detail pages.
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We were a books -only retailer at that point.
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And the debate really was because publishers didn't want us to have customer reviews because some of them might be negative.
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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,
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having honest customer reviews is incredibly helpful.
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So we decided to have those customer reviews.
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And you can see that customer focus all the way up to today.
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Just look at what happened during the pandemic, where we had this very uncertain economy, where every company in the world,
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including Amazon, was trying to save money however they could.
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most technology companies looked at that environment and said,
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we're going to find a way to extract every last dollar from our customers in this tight economy.
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Amazon did the opposite.
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In our cloud computing business and AWS, we proactively went to customers and tried to figure out how we could cost -optimize for them,
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where they could save money, so they could redeploy that money in the future on projects that actually could help their business,
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and they could live to fight another day in a difficult economy.
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That's pretty different.
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And you can see it in how we do our product development here at the company as well.
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We won't write lines of code until we do the working backwards documents,
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a press release to make sure that if we built the product we know that it's going to matter for customers.
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And then a frequently asked questions document where we really try and vet ahead of time all the things customers care about.
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What problem are we trying to solve?
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What will customers care most about?
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What would they be most disappointed about if we launch with this set of features?
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What will they love most?
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All the things that make it work for customers.
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That's what we're always trying to figure out.
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Now, I have also seen over time sometimes people get confused about how competitors
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or economics come into play when you think about the leadership principle of customer obsession.
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People wonder, well, am I being customer obsessed if I'm thinking about sustainability and economics of what I'm doing?
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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.
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They actually delivered a lot of ice cream to my house, too, by the way.
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I really enjoyed the service, but it was not economic.
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And the business lasted a year or two, and then it was gone.
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And you're not really doing right by customers over a long period of time
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if you get them excited about something that you can't sustain.
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So, of course, you have to think about economics when you're thinking about what you're building.
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And then some people ask, well, am I being customer obsessed if I think about what competitors have offered
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and try to address something competitors have put out that customers like?
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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.
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And if competitors build something that we haven't, by the way, we're very inventive and we're very customer focused,
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but we're not going to build every single new feature that customers love.
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There are going to be others that do so as well.
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And if a competitor builds something that customers love, we should be aware of it and we should be inspired by it
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and think about how we can improve our own customer experience with what we learn from what competitors have done.
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So we always are going to have to be aware of competitors and economics and building the best customer experience,
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but we're going to spend most of our waking hours focused on what we know customers care most about.
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And the reality is that everybody at this company has not just the freedom, but really the expectation to look at what customers want
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and figure out how we can be better and better for them every day.
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Vocabulário e dicas de fala para esta lição
Esta aula de conversação usa o vídeo “"Customer Obsession" Leadership Principle Explained by Amazon CEO Andy Jassy”. As palavras que mais se repetem: customer, competitor, Amazon, economic, reviews. Este vídeo tem 62 frases e 898 palavras para praticar shadowing. A fala dura 4:36. O falante fala rápido, cerca de 195 palavras por minuto, então espere sons ligados e reduzidos. 91% das palavras estão entre as 3.000 mais comuns do inglês, por isso o vocabulário é fácil de acompanhar.
Vocabulário principal deste vídeo
15 palavras do vídeo que vale a pena aprender, com pronúncia e significado:
| Palavra | Pronúncia | Significado |
|---|---|---|
| competitor substantivo | /kəmˈpɛt.ɪ.tɚ/ | competidor, adversário |
| economics substantivo | /ˌiːkəˈnɒmɪks/ | economia |
| obsession substantivo | /əbˈsɛʃən/ | obsessão |
| backward adjetivo | /ˈbækwɚd/ | de volta, atrás |
| earn verbo | /ɝn/ | receber |
| confused adjetivo | /kənˈfjuːzd/ | confuso |
| cloud substantivo | /ˈklaʊ̯d/ | nuvem, nimbo |
| helpful adjetivo | /ˈhɛlp.fl̩/ | prestável, útil |
| disappointed adjetivo | /ˌdɪsəˈpɔɪnɪd/ | decepcionado, desapontado |
| rarely advérbio | /ˈɹɛəɹli/ | raramente |
| solve verbo | /sɒlv/ | resolver, solucionar |
| incredibly advérbio | /ɪŋˈkɹɛdɪbli/ | incrivelmente |
| principle substantivo | /ˈpɹɪn.sɪ.pəl/ | princípio |
| attract verbo | /əˈtɹækt/ | atrair |
| publisher substantivo | /ˈpʌblɪʃɚ/ | editor, editora |
Phrasal verbs que você vai ouvir
| Palavra | Significado |
|---|---|
| figure out verbo | descobrir, deduzir |
| put out verbo | colocar/botar/pôr para fora |
Frases que vale a pena repetir
Frases curtas e completas do vídeo que você pode usar na conversa do dia a dia:
- 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.
Pronúncia para ficar de olho
O falante usa 22 contrações e formas reduzidas, como we're, you're, I'm. Diga-as na forma curta, do jeito que você ouve.
- Os sons de “sh” e “zh”: obsession /əbˈsɛʃən/, publisher /ˈpʌblɪʃɚ/, expectation /ˌɛk.spɛkˈteɪ.ʃən/, intentionally /ɪnˈtɛn(t)ʃənəli/
- Palavras longas — acerte a sílaba tônica: competitor /kəmˈpɛt.ɪ.tɚ/, economics /ˌiːkəˈnɒmɪks/, disappointed /ˌdɪsəˈpɔɪnɪd/, incredibly /ɪŋˈkɹɛdɪbli/, expectation /ˌɛk.spɛkˈteɪ.ʃən/
Sons difíceis para falantes de português:
- Consoante final — sem acrescentar um “i” depois: backward /ˈbækwɚd/, confused /kənˈfjuːzd/, cloud /ˈklaʊ̯d/, disappointed /ˌdɪsəˈpɔɪnɪd/, attract /əˈtɹækt/
- /l/ final — a língua toca o céu da boca, não vira “u”: principle /ˈpɹɪn.sɪ.pəl/, palpable /ˈpælpəbəl/
Como praticar com este vídeo
- Ouça o vídeo inteiro uma vez sem falar e anote as palavras que você não conhece.
- Comece na velocidade 0,75×, faça shadowing frase por frase e volte à velocidade normal quando ficar fácil.
- Grave a sua voz e compare com o original, prestando atenção a palavras como competitor, economics, obsession.
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.