1. Bias For Action (Get things done!)
  2. Invent & Simplify (Lead teams that Innovate and invent)
  3. Have Backbone; Disagree & Commit (Challenge decisions and then commit)
  4. Customer Obsession (The #1 most important person in Amazon is the customer)
  5. Earn Trust (Treat people with respect)
  6. Are right, a lot (Leaders have strong judgment)
  7. Hire & Develop The Best  (Leaders move forward and improve with every person they hire)
  8. Learn & Be Curious (Improve, develop and ask questions!)
  9. Frugality (Achieve more with less)
  10. Think Big (Have huge ambitions and go out of your way for the customer)
  11. Ownership (Take ownership of situations and be responsible & accountable)
  12. Dive Deep (Look into things deeply and analyze data/information)
  13. Insist On The Highest Standards (Demonstrate you can work to high standards, always!)
  14. Deliver Results (Get things done in a timely manner!)


  1. 偏重于行动（把事情做好！）
  2. 发明和简化 (领导团队进行创新和发明)
  3. 有骨气；有异议和承诺（挑战决定，然后承诺）
  4. 痴迷于客户（在亚马逊最重要的人是客户）
  5. 赢得信任（以尊重的态度对待他人）
  6. 经常正确 (领导者有很强的判断力)
  7. 雇用和发展最好的人（领导者在雇用每一个人的时候都要向前迈进，并不断改进）。
  8. 学习和好奇（改进、发展和提问！）
  9. 节俭（用更少的钱取得更多的成果）
  10. 胸怀大志（有巨大的抱负，为客户不惜一切代价）
  11. 主人翁精神 (掌握情况的主动权，负责任，有担当)
  12. 深入研究 (深入研究事物，分析数据/信息)
  13. 坚持最高标准 (证明你能以高标准工作，永远如此！)
  14. 交付成果（及时完成事情！）