How does the Evolve framework enable companies like Amazon to expand into new business models?

Amazon is a prime example of a company that has successfully implemented the Aspire, Choose, Discover, and Evolve frameworks in its operations. In the Aspire stage, Amazon set a far-reaching vision to be the world's most customer-centric company. In the Choose stage, Amazon created boundary conditions by focusing on e-commerce. In the Discover stage, Amazon identified customer struggles and leveraged new technologies to address them, such as introducing the Kindle for digital reading. In the Evolve stage, Amazon extended itself into new business models by addressing the emerging needs of its customers and suppliers, such as offering cloud services through AWS and creating a marketplace for third-party sellers.

The Discover framework in Innovation Management is a strategic tool that helps in understanding customer needs and new technologies. It involves identifying the challenges that customers are facing and gaining a deep understanding of emerging technologies. The goal is to find a way to bring these two aspects together to create innovative solutions that provide value to the customer and yield good returns for the business. This approach is about finding the "sweet spot" where customer needs and new technologies intersect, leading to valuable innovations.