Here are the famous 14 principles that drive Amazon.

Customer obsession – Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. They obsess over customers.

Ownership – Leaders are owners. They think long term and act on behalf of the entire company. They never say, “That’s not my job.”

Invent and simplify – Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are not limited by, “Not invented here.”

Learn and be curious – Leaders are never done learning and always seek to improve themselves. They are curious about new possibilities and act to explore them.

Hire and develop the best – Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent, develop more leaders, and coach others. 

Insist on the highest standards – Leaders have relentlessly high standards. They drive their teams to deliver high quality products, services and processes.

Think big – Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers.

Bias for action – Leaders know that speed matters. Many decisions and actions are reversible and do not need extensive study. They value calculated risks.

Frugality – Leaders accomplish more with less. Constraints breed resourcefulness. There are no extra points for growing headcount, budget size, or fixed expense.

Earn trust – Leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, testing themselves and their teams against the best.

Dive deep – Leaders operate at all levels, stay connected to the details, audit frequently, and are skeptical when facts and here-say differ. No task is beneath them.

Have backbone – Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable. Once a decision is made, they commit.

Deliver results – Leaders focus on the key inputs for their business and deliver them with the right quality and in a timely fashion. They rise to the occasion and never settle.