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  • Lokajit Tikayatray

16 Leadership Principles Secrets Every Top Leader Swears By

Updated: Sep 24, 2023

In today’s fiercely competitive market, the difference between a thriving organization and a sinking ship often boils down to one thing: leadership.

Companies with top-tier leaders are the ones poised to dominate their industries.

The best leaders don’t just manage; they inspire, innovate, and drive success.

So, what’s the secret sauce of these leaders?

Let’s dive into Amazon’s Leadership Principles and discover how you can harness them to elevate your leadership game.

Why Amazon’s Leadership Principles Matter For You

Amazon is a titan in e-commerce and technology. Only some companies have grown as rapidly as Amazon in the past two decades.

But what fuels its success?

Beyond its extensive product range and global footprint, a foundational philosophy steers its every move.

Amazon’s leadership principles that influence its decision-making and culture have been pivotal in its growth trajectory.

Delving into these principles provides a window into the mindset propelling one of the world’s most successful companies, offering invaluable lessons for businesses and leaders.

1. Customer Obsession

Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.

Your Takeaway

Start with your clients. Understand their needs, desires, and pain points. Make decisions that prioritize their satisfaction. Remember, a happy customer is a returning customer.

2. Ownership

Leaders are owners. They think long term and don’t sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just their own team. They never say “that’s not my job.”

Your Takeaway

Think long-term. Create your goals that align with the company’s vision. Own your projects, responsibilities, and even your mistakes. A true leader takes responsibility for both successes and failures.

3. Invent and Simplify

Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here.” As we do new things, we accept that we may be misunderstood for long periods of time.

Your Takeaway

Encourage innovation. Challenge the status quo. Simplify processes to boost efficiency. Remember, the best solutions are often the simplest.

4. Are Right, A Lot

Leaders are right a lot. They have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs.

Your Takeaway

Trust your instincts, but back them up with data. Encourage diverse perspectives to ensure well-rounded decisions.

5. 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.

Your Takeaway

Never stop learning. Embrace challenges, seek feedback, and always look for ways to improve. Be proactive in taking action to enhance your knowledge.

6. Hire and Develop the Best

Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent, and willingly move them throughout the organization. Leaders develop leaders and take seriously their role in coaching others. We work on behalf of our people to invent mechanisms for development like Career Choice.

Your Takeaway

Your team is your biggest asset. Invest in their growth. Recognize talent and ensure they have the tools and training to excel. Instead of limiting them to the team, give them the organization-wide exposure they need to become an influential leader.

7. Insist on the Highest Standards

Leaders have relentlessly high standards — many people may think these standards are unreasonably high. Leaders are continually raising the bar and drive their teams to deliver high quality products, services, and processes. Leaders ensure that defects do not get sent down the line and that problems are fixed so they stay fixed.

Your Takeaway

Set the bar high. Demand excellence from yourself and your team. Focus on the delivery quality over quantity. Instead of ignoring or patching up the issues, work toward their permanent resolution.

8. Think Big

Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers.

Your Takeaway

Dream big, set ambitious goals, and take risks willingly. Visionary thinking leads to groundbreaking solutions. Be an inspirational leader who is not afraid of doing things differently.

9. Bias for Action

Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking.

Your Takeaway

Speed is crucial to beat the competition. Give priority to taking action instead of overanalyzing. Use your experience and judgment to make decisions swiftly.

10. Frugality

Accomplish more with less. Constraints breed resourcefulness, self-sufficiency, and invention. There are no extra points for growing headcount, budget size, or fixed expense.

Your Takeaway

Do more with less. Embrace constraints, as they often lead to the most innovative solutions. Stay away from an empire-building mentality.

11. Earn Trust

Leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, even when doing so is awkward or embarrassing. Leaders do not believe their or their team’s body odor smells of perfume. They benchmark themselves and their teams against the best.

Your Takeaway

Build relationships on transparency and integrity. Listen actively and communicate openly. Become an effective leader by constantly raising the excellence bar for yourself and your team.

12. Dive Deep

Leaders operate at all levels, stay connected to the details, audit frequently, and are skeptical when metrics and anecdote differ. No task is beneath them.

Your Takeaway

Know the details. Stay connected to the ground realities. Ensure you’re always informed. Become a hands-on leader who works alongside the team instead of giving them orders.

13. Have Backbone; Disagree and Commit

Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined, they commit wholly.

Your Takeaway

Stand up for your beliefs. Voice your concern and back it up with facts. Refrain from falling prey to herd mentality or being afraid to be the odd-person-out. But once a decision is made, do your best to align with it.

This is one of the key principles I have adhered to throughout my career, both as an Individual Contributor and a leader. No one wins when a team cannot work cohesively.

I prefer to fail together, learn from it, course correct, and deliver successfully than being the lone wolf who drags the entire team down because they silently disagree with a decision.

14. Deliver Results

Leaders focus on the key inputs for their business and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.

Your Takeaway

Focus on outcomes. Set clear goals, measure progress, and celebrate successes. Setbacks are inevitable; whether you learn from them and get better at delivering values matters.

15. Strive to be Earth’s Best Employer

Leaders work every day to create a safer, more productive, higher performing, more diverse, and more just work environment. They lead with empathy, have fun at work, and make it easy for others to have fun. Leaders ask themselves: Are my fellow employees growing? Are they empowered? Are they ready for what’s next? Leaders have a vision for and commitment to their employees’ personal success, whether that be at Amazon or elsewhere.

Your Takeaway

Your team is your strength. Treat every individual with respect. Focus on helping them utilize their unique strength to grow. Be a leader who strives to create a positive, inclusive, and growth-oriented work environment to enable each team member to reach their full potential.

16. Success and Scale Bring Broad Responsibility

We started in a garage, but we’re not there anymore. We are big, we impact the world, and we are far from perfect. We must be humble and thoughtful about even the secondary effects of our actions. Our local communities, planet, and future generations need us to be better every day. We must begin each day with a determination to make better, do better, and be better for our customers, our employees, our partners, and the world at large. And we must end every day knowing we can do even more tomorrow. Leaders create more than they consume and always leave things better than how they found them.

Your Takeaway

Recognize your impact. Make decisions that benefit your team, the company, the larger community, and the environment. Be a balanced leader who contributes to each team member’s well-being and meets the company’s goals. Always strive to learn and be better.


Amazon’s Leadership Principles aren’t just words on paper but a roadmap to leadership excellence. By integrating these principles into your daily leadership practices, you’re setting yourself and your team up for unparalleled success.

In the world of business, it’s the leaders who set the pace. So, gear up, embrace these principles, and lead your team to victory.

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