Simplicity is often undervalued in leadership, but Jonathan Allen, Director of Enterprise Strategy at AWS, believes it is central to modernisation and agility. “Complexity is the enemy of availability,” he says, a lesson learned from working with over 1,300 leadership teams globally. For Allen, helping organisations adapt isn’t just about technology — it’s about aligning people, processes, and culture with a clear purpose.
Leadership’s role in clarity and focus
For many organisations, complexity creeps in over time, often as a result of well-intentioned but reactive decisions. What begins as a straightforward solution can turn into an unmanageable system of processes and policies. “You need to know your North Star,” Allen insists. Without a defined and authentic goal, modernisation efforts risk becoming directionless.
No ad to show here.
But the challenge goes deeper. Allen has encountered leaders who claim to know their priorities but haven’t truly interrogated their assumptions. “Cloud is a means to an end, not an end in itself,” he explains. “The question isn’t whether to modernise but rather what you want that modernisation to achieve.”
This lack of clarity often reflects broader cultural challenges. Leadership, Allen argues, must be intentional about embedding principles that simplify decision-making and empower teams. One such principle he promotes is, “If you build it, you support it,” a deceptively simple mandate that shifts accountability and fosters agility.
Agility through right-sized teams
Allen also warns of the inefficiencies that emerge from poorly sized teams. “If you have eight people in a team, there are 28 lines of communication,” he points out. Adding even one more person increases complexity exponentially. This insight underscores the importance of right-sizing teams to preserve agility and foster better communication.
Rather than simply adding resources to solve problems, Allen advocates for intentional focus. By narrowing priorities to one or two high-impact goals, organisations can achieve more meaningful outcomes. “Agility doesn’t come from doing everything at once; it comes from knowing what to prioritise,” he says.
Emotional intelligence as a leadership imperative
For Allen, the human side of leadership is critical. “I spend 95% of my time on people, and only 5% on technology,” he admits. Emotional intelligence, the ability to understand and manage the emotions of oneself and others, has become a core competency for modern leaders.
He draws parallels to influential leaders like Andy Jassy of Amazon, who approach decision-making with empathy and deep listening. “Leaders are right a lot,” Allen notes, referring to an Amazon principle. But this isn’t about gut instinct — it’s about actively seeking out diverse perspectives, testing assumptions, and listening to customers.
Customer obsession and innovation
The principle of “working backwards” from customer needs is a cornerstone of Allen’s approach. He recounts how AWS’s mainframe modernisation service was born during the pandemic, not from preconceived solutions but from listening to customer pain points. “You might have an idea, but it’s meaningless until you’ve listened to your customers and understood their challenges,” he explains.
This relentless focus on customer problems has been key to AWS’s success. As Allen puts it, “If you can’t prove yourself wrong after exhausting every possibility, then you might have a good idea worth pursuing.” This iterative approach exemplifies how customer obsession can drive meaningful innovation.
Cultural transformation and shared accountability
Allen believes that culture isn’t a static attribute — it’s a shared way of doing things with passion. But fostering a healthy culture requires leaders to take responsibility. “You can’t blame your teams for the wrong culture,” he warns. Instead, leaders must clearly articulate principles and model behaviours that align with organisational goals.
He reflects on a common misstep in modernisation efforts: focusing on products rather than outcomes. “Organise around the business outcome you want to achieve, not just the product you want to deliver,” he advises. By shifting from rigid silos to collaborative, outcome-driven teams, organisations can unlock the full potential of agility.
A new leadership paradigm
Allen’s insights reveal a deeper truth: simplicity isn’t about doing less; it’s about doing what matters most. By combining clear principles, emotional intelligence, and an unwavering focus on customer needs, leaders can guide their organisations through the complexities of modernisation.
At its heart, this approach isn’t just about optimising systems or reducing costs. It’s about building environments where people can thrive, innovate, and deliver lasting value.
Read next: Skills Over Servers: The AWS Approach
