Jeff Bezos Led Amazon To Success With These 14 Principles

Dhir Acharya - Feb 08, 2021

Jeff Bezos Led Amazon To Success With These 14 Principles

Jeff Bezos developed 14 leadership principles for Amazon that are still guiding the company today across different matters. What are they?

Jeff Bezos developed 14 leadership principles for Amazon that are still guiding the company every day across different matters from job interviews to new project ideas. A couple of days ago, we learned that the CEO and founder of Amazon will step down, replaced by Andy Jassy, the Chief Executive Officer at AWS.

On Tuesday, in a memo to Amazon staff, Jassy reflected on what he has learned from Bezos in the last 24 years, many of which are reflected in the leadership principles of Amazon.

Jeff Bezos
Jeff Bezos led Amazon to success with these principles

Customer obsession

Starting with the customer, leaders work backward and vigorously with the aim of earning and keeping customer trust. Leaders should pay attention to their competitors but obsess over customers.


Leaders think long term and do not sacrifice long-term values for short-term results. Not just their team, leaders act on behalf of the whole company.

Invent and simplify

Leaders expect and require invention as well as innovation from their teams, they look for new ideas from anywhere. Besides, they always want to achieve simplification. Doing new things means accepting being misunderstood for a long time.

Jeff Bezos
Jeff Bezos

Are right, a lot

Leaders tend to have strong judgment and good instincts, which is why they are often right. They look for diverse perspectives and work to disconfirm their beliefs.

Learn and be curious

Leaders are the ones who never stop learning or seek ways to improve themselves. Besides, they look to explore new possibilities.

Hire and develop the best

Leaders raise the performance bar with each hire and promotion, who recognize those with exceptional talent. Leaders are willing to move talented people throughout the organization. Leaders take coaching others seriously.

Jeff Bezos
Jeff Bezos

Insist on the highest standards

Leaders look to raise their standards while many may think their standards are unreasonably high. But leaders are continually driving their teams to make high-quality products, improve services and processes. They make sure that defects are not sent down the line and that issues are fixed.

Think big

Leaders are the ones creating and communicating a bold direction to inspire results. They think differently and seek ways to serve customers.

Bias for action

Speed is important in business. Many actions and decisions are reversible and don’t need extensive study. Calculated risk-taking is appreciated.


It’s best to achieve more with less. Constraints breed self-sufficiency, resourcefulness, and invention.

Jeff Bezos
Jeff Bezos

Earn trust

Leaders listen with great attention, speak with honesty, and treat others with respect. They are very self-critical even if that’s awkward and embarrassing sometimes. Leaders benchmark themselves and their team against the best competitors.

Dive deep

Leaders operate at every level, they stay connected to details, audit frequently, and they are skeptical when noticing differences in metrics and anecdote.

Have backbone, disagree, and commit

Leaders must respectfully challenge decisions if they disagree even if that exhausting and uncomfortable. Leaders are tenacious and have conviction, not compromising just to maintain social cohesion. And once they have made a decision, they fully commit to it.

Deliver results

With a focus on the key inputs, leaders deliver them for their business timely and with the right quality. In spite of setbacks, they rise to the occasion and do not compromise, ever.

>>> Jeff Bezos To Step Down As Amazon CEO This Year, Replaced By Andy Jassy


Sort by Newest | Popular

Next Story