Amazon's Leadership Principles

Introduction

• Leadership principles: key to scaling Amazon's culture over 29 years.
• Crafted over many years, some principles complement each other, some have intentional tension.
• Principles are a practice, requiring constant work.

Key Leadership Principles

1. Customer Obsession

• Start with the customer and work backwards.
• Amazon prioritizes customer trust over being competitor-focused.
• Example: Customer reviews on book pages, cost optimization for AWS customers during the pandemic.

2. Right a Lot

• Leaders should have strong judgment and instincts.
• Seek diverse perspectives to get the best answers for customers.

3. Invent and Simplify

• Innovation and simplification are required.
• Not limited by the 'not invented here' syndrome.
• Examples: AWS, digital book readers, Alexa.

4. Think Big

• Leaders should inspire with bold visions.
• Constantly find ways to serve customers better.
• Examples: Prime delivery evolution, AWS cloud computing.

5. Dive Deep

• Leaders should operate at all levels and be detail-oriented.
• Balance between strategic vision and detail orientation is crucial.

6. Insist on the Highest Standards

• High standards are essential for meeting customer expectations.
• Maintaining high standards leads to better results.

7. Bias for Action

• Speed matters; many decisions are reversible.
• Balance speed with high standards and customer obsession.

8. Ownership

• Leaders think long-term, beyond their own teams.
• Adopt an owner’s mindset for holistic problem-solving.

9. Frugality

• Constraints lead to innovation and resourcefulness.
• Being frugal allows investment in lower prices and more capabilities.

10. Learn and Be Curious

• Continuous learning is crucial for growth and success.
• Leaders should be curious and explore new possibilities.

11. Have Backbone; Disagree and Commit

• Leaders should respectfully challenge decisions when necessary.
• Once a decision is made, commit fully to it.

12. Earn Trust

• Be honest, authentic, and deliver what you promise.
• Listen attentively and challenge each other respectfully.

13. Strive to Be Earth's Best Employer

• Create a safe, productive, and diverse work environment.
• Commitment to employee growth and success.

14. Success and Scale Bring Broad Responsibility

• Be mindful of the global impact of Amazon's actions.
• Create more than consumed, leave things better.

15. Hire and Develop the Best

• Raise performance bars with every hire and promotion.
• Develop leaders and focus on employee growth.

16. Deliver Results

• Focus on key inputs and deliver with quality.
• Outputs are driven by inputs; launch is just the starting point.

Conclusion

• Leadership principles are a continuous practice.
• Key to Amazon’s success and will continue to be in the future.