Copenhagen • 20-22 February 2024

Join a full-immersion Masterclass, during which Eric Tachibana will guide you through Amazon’s Working Backwards approach to innovation

The Masterclass is an intensive deep-dive into Amazon’s successful customer-centric innovation methods. Participants will work together and experience hands-on how innovation projects are formed the Amazon way, from customer discovery to prototyping and validation.

What you WILL do and learn

During the 2.5 days of the Masterclass, you will:

Meet your Masterclass Guide

Eric Tachibana

Eric Tachibana supported AWS teams with culture at scale, training, and hiring as part of multiple roles at Amazon over 9 years, including Chief People Officer, AWS Professional Services and Head of Advisory for APAC and Japan.

Eric is also an author, an adjunct professor, and a non-executive advisor for 7 companies.

Check out his presentation at the Innovation Roundtable® Summit and discover how culture bolsters innovation and customer obsession at Amazon:

Play Video


DAY 1 • 20 February

Customer Validation

Iterate along the four key steps and tools:

  • Create a customer persona to define the test subject and build empathy

  • Create hypotheses to formalize product-market fit beliefs

  • Make predictions to create testable atomic variables

  • Conduct a field experiment with customer discovery interviews


DAY 2 • 21 February

Solution Validation

  • Use Problem Framer to build deep empathy with the customer

  • Leverage Journey Maps to identify customer pains

  • Leverage Solution Canvas to define the solution to experiment on

  • Use Amazon’s PR to check resonance and prove you can delight the customer with Actualization


DAY 3 • 22 February (half-day)

Business Validation

  • Introduction to the 7Vs

  • Deep Dive with Amazon’s FAQs

The first day starts in the morning and the third day ends around 13:00. There will be dinners at the end of day one and day two.


Regular Rate

  • Access to the 2.5 event days
  • Lunch, light breakfast, coffee breaks
    at the event venue

Member Rate

for member companies
  • Access to the 2.5 event days
  • Lunch, light breakfast, coffee breaks
    at the event venue
Save 25%

Regular Rate

1200 until 31 December 2023
  • Access to the 2.5 event days
  • Lunch, light breakfast, coffee breaks
    at the event venue
Save 25%

Member Rate

for member companies
900 until 31 December 2023
  • Access to the 2.5 event days
  • Lunch, light breakfast, coffee breaks
    at the event venue
Save 25%
€ 165 excl. VAT & CC-fee

Evening Networking Package

Dine and relax informally with other attendees at the end of the first two days. The Evening Networking Package, which you can add to your ticket upon registration, includes:
20 Feb: Horizon Restaurant, Clarion Hotel
by Copenhagen Airport • International Cuisine 3-course dinner incl. 2 glasses of wine/beer/soft drinks
21 Feb: Bocado Restaurant
Central Copenhagen • Spanish Cuisine 4-course dinner incl. aperitif, 3 glasses of wine, water

Who can join

The Masterclass is limited to max 100 participants: secure your ticket before it gets sold out!

Like all Innovation Roundtable® events, you can join the Masterclass if you are working for a large, multinational firm (min €500mln in revenues). Innovation Roundtable ApS reserves the right to reject any application to attend.

Tickets & rates

25% discount available to participants from member companies of the Innovation Roundtable® network.

VAT refund
Danish VAT is charged on the delegate fee (25%). It is possible to get VAT refunded — a standard process in large firms.

Payment by credit card
Accepted credit cards: VISA, Mastercard and Amex. Credit card fees (2.2%) are not included.

We do not apply any commission / agency fee to the price of the dinners negotiated with the restaurants.

Cancellation policy
If the registrant is hindered from joining the event he/she may find a replacement from within the same company. Such substitution is permitted at no extra charge at any time before the event date, subject to approval by the Innovation Roundtable ApS. Innovation Roundtable ApS reserves the right to reject requests made by member firms to change a paid registration into one within the quota of seats included in the membership privileges. Cancellations received by email will be refunded with credit vouchers that can be used towards future events organised by Innovation Roundtable ApS, anytime within 18 months from issuance (subject to availability of seats at those events). Cancellation of parts of the event (e.g. one day) is not possible and will not result in a refund.

Travel & Accommodation

Attendees are responsible for booking their own travels and accommodation.
Read below for recommended hotels.

Amazon has a unique approach to innovation, the Working Backwards process. I've been working with hundreds of Amazon customers around the world, helping them to adapt the Amazon innovation tools and mechanism in the context of their own contexts and product portfolio.

During the workshop, we'll be working hands-on with the Amazon innovation tools, so expect to be building in groups for 80%+ of the time. You don't need to come in with any ideas prepared, but if you have an idea that you would want to fast-validate, bring it in!
Eric Tachibana
formerly Chief People Officer, Amazon Web Services, Professional Services


The event will take place in the auditorium of Copenhagen Airports' offices, offering a pleasant meeting space with windows and terrace overlooking the runways.


Clarion Hotel Copenhagen Airport
Comfort Hotel Copenhagen Airport
Best Western Plus Airport Hotel Copenhagen
Zleep Copenhagen Airport

Past event participants said...

Innovation Roundtable brings a great cross-section of people and speakers together to generate new ideas and have beneficial discussions that would otherwise never happen. Well organized and great topics!
John Zingsheim
GE Transportation • VP Software Engineering, Digital Solutions