Amazon devices chief Panos Panay on the importance of failure and bouncing back from it

Amazon executive Panos Panay has a message for startup founders: Failure is an inevitable, required part of building a successful product.

Panay, Amazon SVP of Devices, Alexa, and Leo, shared that advice onstage at TechCrunch Disrupt in San Francisco, drawing on his own experience at Microsoft, where he spent more than 19 years and weathered one particularly expensive failure.

“You have to be willing to fail, and actually, not just willing, you actually have to go fail,” Panay said. “If…