5 years ago, Amazon saw the sales figures and thought their smart speaker business was the bee's knees. The Alexa org had thousands of open roles. There was al

5 years ago, Amazon saw the sales figures and thought their smart speaker business was the bee's knees. The Alexa org had thousands of open roles. There was all kinds of talk about how smartspeakers would be the next smartphones. They went all in. There may be an important lesson here, to understand the limits of your markets. They could have made a killing if they had taken the win and developed it slowly, rather than doubling down and letting their bet ride.