At the core of Amazon’s operational and strategic fabric are its 16 Leadership Principles. These tenets are not merely aspirational statements but are deeply embedded in the company’s culture, guiding decision-making at every level and shaping its distinct, customer-centric approach to business. From the hiring process to daily operations and long-term planning, all Amazonians are expected to embody these principles.

The principles serve as a universal language and a practical framework that fosters innovation and a relentless focus on the customer. They are the bedrock upon which Amazon’s success has been built and continue to drive its evolution.

The 16 Leadership Principles:

1. Customer Obsession: Leaders initiate their thinking by considering the customer and working backward. They are dedicated to earning and maintaining customer trust. While cognizant of competitors, their primary focus remains on the customer.

2. Ownership: Leaders are proprietors of the business. They adopt a long-term perspective and avoid sacrificing enduring value for immediate gains. Their actions represent the entire company, extending beyond their individual teams. They are known for their proactive approach and the phrase “that’s not my job” is not in their lexicon.

3. Invent and Simplify: Leaders demand and foster innovation and invention within their teams, perpetually seeking avenues for simplification. They maintain an external awareness, sourcing new ideas from all possible origins, and are not constrained by a “not invented here” mindset. They accept that pioneering new concepts may lead to being misunderstood for extended periods.

4. Are Right, A Lot: Leaders exhibit strong judgment and possess sound instincts. They actively seek out diverse viewpoints and challenge their own beliefs to arrive at well-informed decisions.

5. Learn and Be Curious: Leaders are perpetual learners, constantly striving for self-improvement. Their curiosity drives them to explore new possibilities and take action to understand them.

6. Hire and Develop the Best: Leaders continuously elevate the standard of performance with each new hire and promotion. They possess a keen eye for exceptional talent and are committed to its development and mobility throughout the organization. Leaders invest in nurturing future leaders.

7. Insist on the Highest Standards: Leaders uphold uncompromisingly high standards, which may be perceived by some as excessively demanding. They are persistent in raising the bar and motivating their teams to produce superior quality products, services, and processes.

8. Think Big: Leaders eschew small-mindedness, recognizing it as a self-fulfilling prophecy. They formulate and articulate a compelling, bold vision that galvanizes action. Their thinking is unconventional, and they anticipate future customer needs.

9. Bias for Action: In the world of business, speed is paramount. Leaders value calculated risk-taking. They understand that many decisions and actions are reversible and do not necessitate exhaustive analysis.

10. Frugality: Leaders are adept at achieving more with fewer resources. They believe that constraints foster resourcefulness, self-reliance, and invention. Expanding headcount, budget, or fixed expenses does not inherently equate to success.

11. Earn Trust: Leaders are attentive listeners, candid speakers, and treat others with respect. They are not afraid to be vocally self-critical, even in uncomfortable situations. They benchmark their own and their teams’ performance against the very best.

12. Dive Deep: Leaders operate at all levels, remaining connected to the details and conducting frequent audits. They are skeptical when metrics and anecdotal evidence are incongruous. No task is considered beneath them.

13. Have Backbone; Disagree and Commit: Leaders are obligated to respectfully challenge decisions they disagree with, even if it proves uncomfortable or draining. They possess conviction and are tenacious in their beliefs. They do not compromise for the sake of social harmony. Once a decision is finalized, they commit to it wholeheartedly.

14. Deliver Results: Leaders maintain a sharp focus on the key inputs for their business and deliver them with the right quality and in a timely manner. They are resilient in the face of setbacks and consistently rise to the occasion, never settling for less.

15. Strive to be Earth’s Best Employer: Leaders are dedicated to creating a safer, more productive, higher-performing, more diverse, and more just work environment. They lead with empathy, foster a sense of fun at work, and make it easier for others to do the same.

16. Success and Scale Bring Broad Responsibility: Leaders are mindful of the long-term repercussions of their actions. Their considerations extend beyond their immediate team or organization to encompass the wider impact on customers, the community, and the environment.

My favorite is #13. Which is yours?