(@Startups take note of questions 3 and 4.)

1. “If we invest in it and it becomes successful it, will it move the needle for the customer?”

2. “Is it being well served today?”

3. “Do we have a differentiated approach?”

4. “Do we have competence and if not can we acquire it quickly?”

Amazon’s Customer Experience promise:

“Can Amazon improve the customer experience and make the customer’s life better?”

What is yours?