“...a big part of my job has been to try to explain and apply the ideas developed at Netflix and Amazon to other organizations and applications, big and small. This book is the best distillation of how to do that, that I've encountered.”

– Adrian Cockcroft, former VP of Amazon Sustainability Architecture

“The Value Flywheel Effect is a timely and hugely valuable book providing a set of principles and ways of working to navigate and exploit the fast-changing technology and business landscape. Without sensemaking capabilities, organizations are increasingly struggling to act effectively in the modern disruptive technology context, so much so that the ideas in The Value Flywheel Effect amount to a kind of ‘survival handbook' for the next decade or two. The Value Flywheel Effect is essential reading for any leader or practitioner who wants to help their organization to survive and thrive.”

– Matthew Skelton, CEO of Conflux and co-author of Team Topologies

“I'm delighted to see that David, Mark, and Michael have taken the time and considerable trouble to explain how they architected and delivered serverless innovation at Liberty Mutual. Why? because change is the only constant, and the pace of technology innovation is accelerating this change. As J.F. Kennedy said ‘those that look only to the past or the present are certain to miss the future'. This book is required reading if you want to leverage serverless technology.”

– Dr. Jacqui Taylor, CEO and Co-Founder FlyingBinary

“The future for company creation and innovation relies on speed, scalability, and sustainability. To nurture thriving products, organizations, and cultures, you need to understand the landscape you're competing in, along with the path to choose to succeed. Packed with real-world examples, case studies, and practical tools applied to complex domains, The Flywheel Effect is required reading to plot your future and the business you want to be.”

– Barry O'Reilly, Co-Founder Nobody Studios, author of Unlearn and Lean Enterprise

“The journey to the cloud is one of leadership and change management rather than purely a technical pathway. The Value Flywheel Effect is a great foundation for any organization on a modern cloud journey. Based on how it's applied in the real world, to real problems, there are great insights into how to navigate waves of change.”

– Seamus Cushley, VP Product Development, Bazaarvoice

“Serverless architecture combined with clarity of purpose is a lethal combination for winning in today's competitive landscape. The Value Flywheel Effect provides powerful insights on how you can leverage these modern practices to navigate an enterprise cloud transformation and accelerate the delivery of value.”

– Drew Firment, SVP at A Cloud Guru

“Required reading for every level of an organization adopting modern cloud, and grounded in unparalleled lived experience of transformation. I'm sure I'll be referencing this for years”

– Ben Ellerby, Founder of Aleios & AWS Serverless Hero

“The Value Flywheel Effect shares a surprising collection of leadership and transformation practices that are sure to help you stir up the right kind of trouble, no matter where you are in the organization. Also an excellent reference for your Wardley Mapping practice, with helpful guidance, plenty of examples, and new things to try as well!”

– Ben Mosior, LearnWardleyMapping.com

“The Value Flywheel Effect presents a practical road map to innovation, focusing on a modernization strategy that takes full advantage of modern cloud capabilities. Engineers and their leadership will learn real-world techniques based on the authors' experience evolving a value-first approach at a Fortune 100 company to reinvent traditional enterprise development.”

– Sam Dengler, AWS Principal Developer Advocate

“If you wish to survive and thrive in this fourth industrial age, if you wish to understand the landscapes you are competing in, if you wish to understand how modern practices will change your organization, then I would recommend that you read and study this book carefully.”

– Simon Wardley, creator of Wardley Maps