Amazon's New 'ZeroOne' Team: Another Disturbance in the Force or a Path to the Dark Side of Innovation?

A New Hope... or a Terrible Disappointment?

The Force is strong with Amazon or so they believe. A new team 'ZeroOne,' emerges from the depths of their device division. Headed by one J Allard a former Microsoft… *executive*. One shudders. This Allard helped birth the Xbox a noisy distraction and the Zune a pathetic attempt to rival the… well never mind. Now he seeks to conjure 'breakthrough' consumer products. I sense a great disturbance in the Force.

From Zero to Hero… or Back to Tatooine?

This 'ZeroOne,' a name that reeks of binary code and technological hubris aims to take ideas 'from conception to launch.' A noble goal if you ignore Amazon's past failures. They boast of the Kindle a device of minimal distraction and the Echo a tool for… surveillance. But then there was the Fire Phone a burning testament to incompetence and the Halo fitness tracker a useless bauble. The path to the Dark Side is paved with good intentions… and terrible product design.

The Dark Lord of Devices Rises?

Allard this self proclaimed architect of innovation now wields the power of Amazon's resources. He joined forces with Panos Panay another defector from the Microsoft ranks. Together they plot in Seattle San Francisco and Sunnyvale California – locations of minimal importance. The job postings speak of 'computer vision techniques for a new smart home product.' I foresee a future of blinking lights and unsolicited surveillance.

Design Thinking? More Like Design Failing.

This 'ZeroOne' embraces 'design thinking' and 'rapid experimentation.' Such buzzwords are meaningless. They speak of 'small nimble teams' and 'breakthrough innovation.' I sense only chaos and a profound lack of vision. The ability to destroy a planet is insignificant next to the power of a truly groundbreaking product… which I doubt they will create.

The Empire Strikes Out… Again?

Amazon has scavenged talent from other corners of its empire: Alexa a constant source of irritation; Luna a cloud gaming service of minimal interest; and the Halo sleep tracker a device for the weak willed. They have even enlisted the head of a projection mapping startup. A motley crew indeed. Their faith in technology is their weakness. I foresee a lack of originality.

The Great Purge (and the Layoffs)

Amidst this grand ambition a harsh truth emerges: Amazon has laid off approximately 100 employees. A fraction of a percent they claim. Meaningless numbers! These sacrifices are necessary they say. The Force is a fickle mistress. Let them serve as a warning to those who dare to fail. Perhaps they can join the ranks of the Stormtroopers for I am sure they all are expendable.