Amazon's Think Big principle treats narrow thinking as self-limiting and asks leaders to create bold direction, communicate it in a way that inspires results, and look around corners for new ways to serve customers.

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Amazon presents its Leadership Principles as a daily accountability system describing how Amazon does business, how leaders lead, and how the company keeps customers at the center of decisions while pursuing its mission of being Earth's most customer-centric company, best employer, and safest place to work.

Amazon Leadership Principles as an Espoused Values Example

Amazon Leadership Principles. Public company culture and management principles used by Amazon. https://www.aboutamazon.com/about-us/leadership-principles

Amazon Leadership Principles

Amazon says leaders start with the customer and work backwards, work vigorously to earn and keep customer trust, and remain more focused on customers than on competitors.

Customer Obsession in Amazon's Leadership Principles

Amazon says leaders are owners who think long term, avoid sacrificing long-term value for short-term results, act on behalf of the entire company beyond their own team, and reject the attitude that something is not their job.

Ownership Beyond Team Boundaries at Amazon

Amazon says leaders are expected to require innovation and invention from their teams, keep looking externally for new ideas, avoid not-invented-here thinking, and accept that new ideas may be misunderstood for long periods of time.

Innovation and Simplification in Amazon's Leadership Principles

Amazon says leaders should have strong judgment and instincts while also seeking diverse perspectives and actively working to disconfirm their own beliefs.

Judgment Through Diverse Perspectives at Amazon

Amazon says leaders raise the performance bar with every hire and promotion, recognize exceptional talent, move strong people around the organization, develop other leaders, and invent development mechanisms for employees.

Hire-and-Develop Leadership Expectations at Amazon

Amazon says leaders maintain relentlessly high standards, continually raise the bar, drive teams to deliver high-quality products, services, and processes, and ensure that defects and problems are fixed in lasting ways.

Relentlessly High Standards at Amazon

Amazon says leaders listen attentively, speak candidly, treat others respectfully, remain vocally self-critical, and benchmark themselves and their teams against the best.

Candor and Self-Critique in Amazon's Earn Trust Principle

Amazon says leaders are obligated to challenge decisions respectfully when they disagree, maintain conviction and tenacity, avoid compromising merely for social cohesion, and commit fully once a decision has been made.

Disagree and Commit in Amazon's Leadership Principles

Amazon says leaders should create safer, more productive, higher-performing, more diverse, and more just work environments, lead with empathy, ask whether employees are growing and ready for what is next, and support employees' personal success at Amazon or elsewhere.

Employee Growth and Empowerment in Amazon's Best Employer Principle

Amazon says that because the company is large and affects the world, leaders must stay humble about secondary effects, improve outcomes for communities, the planet, future generations, customers, employees, and partners, and leave things better than they found them.

Broad Responsibility from Success and Scale at Amazon

Amazon's Learn and Be Curious principle frames leadership as a continuous learning responsibility: leaders are expected to keep improving themselves, stay curious about new possibilities, and act to explore those possibilities.

Learning Curiosity and Self-Improvement at Amazon

Thinking Big as Direction-Setting at Amazon

Amazon's Bias for Action principle links business performance to speed by emphasizing that many decisions and actions are reversible, do not need extensive study, and can justify calculated risk-taking.

Bias for Action and Reversible Decisions at Amazon

Amazon's Frugality principle asks people to accomplish more with less, treating constraints as a source of resourcefulness, self-sufficiency, and invention rather than rewarding larger headcount, budgets, or fixed expenses.

Frugality as Resourcefulness at Amazon

Amazon's Dive Deep principle expects leaders to operate at multiple levels of detail, remain connected to the work, audit frequently, and challenge situations where metrics and anecdotes point in different directions.

Dive Deep and Detail-Oriented Leadership at Amazon

Amazon's Deliver Results principle frames leaders as focusing on key business inputs, delivering those inputs with quality and timeliness, and continuing through setbacks without settling.

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