Leadership Principles，也就是領導力准則，不僅僅是幾條用來鼓舞人心的口號，更是成就了Amazon特有公司文化的秘訣。不管是為新項目討論創意、尋找解決客戶問題的方案，還是面試求職者時，它都是Amazon員工的重要參考標准和行為准則。
Customer Obsession 顧客至尚
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.
領導者從客戶入手，再反向推動工作。他們努力工作，贏得並維系客戶對他們的信任。雖然領導者會關注競爭對手，但是他們更關注客戶 。
Ownership 主人翁精神
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".
領導者是主人翁。他們會從長遠考慮，不會為了短期業績而犧牲長期價值。他們不僅僅代表自己的團隊，而且代表整個公司行事。他們絕不會說“那不是我的工作”。
Invent and Simplify 創新簡化
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.
領導者期望並要求自己的團隊進行創新和發明，並始終尋求使工作簡化的方法。他們了解外界動態，四處尋找新的創意，並且不局限於“非我發明”的觀念。當我們開展新事物時，我們要接受被長期誤解的可能。
Are Right, A Lot 決策正確
Leaders are right a lot. They have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs.
領導者在大多數情況下都能做出正確的決定。他們擁有卓越的業務判斷能力和敏銳的直覺。他們尋求多樣的視角，並挑戰自己的觀念。
Learn and Be Curious 好奇求知
Leaders are never done learning and always seek to improve themselves. They are curious about new possibilities and act to explore them.
領導者從不停止學習，並不斷尋找機會以提升自己。領導者對各種可能性充滿好奇並付於行動加以探索。
Hire and Develop the Best 選賢育能
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.
領導者不斷提升招聘和晉升員工的標准。他們表彰傑出的人才，並樂於在組織中通過輪崗磨礪他們。領導者培養領導人才，他們嚴肅地對待自己育才樹人的職責。領導者從員工角度出發，創建職業發展機制。
Insist on the Highest Standards 最高標准
Leaders have relentlessly high standards - many people may think these standards are unreasonably high. Leaders are continually raising the bar and driving 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.
領導者有着近乎嚴苛的高標准 — 這些標准在很多人看來可能高得不可理喻。領導者不斷提高標准，激勵自己的團隊提供優質產品、服務和流程。領導者會確保任何問題不會蔓延，及時徹底解決問題並確保問題不再出現。
Think Big 遠見卓識
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.
局限性思考只能帶來局限性的結果。領導者大膽提出並闡明大局策略，由此激發良好的成果。他們從不同角度考慮問題，並廣泛尋找服務客戶的方式。
Bias for Action 崇尚行動
Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking.
速度對業務影響至關重要。很多決策和行動都可以改變，因此不需要進行過於廣泛的推敲。我們提倡在深思熟慮前提下進行冒險。
Frugality 勤儉節約
Accomplish more with less. Constraints breed resourcefulness, self-sufficiency and invention. There are no extra points for growing headcount, budget size or fixed expense.
力爭以更少的投入實現更大的產出。勤儉節約可以讓我們開動腦筋、自給自足並不斷創新。增加人力、預算以及固定支出並不會為你贏得額外加分。
Earn Trust 贏得信任
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.
領導者專注傾聽，坦誠溝通，尊重他人。領導者敢於自我批評，即便這樣做會令自己尷尬或難堪。他們並不認為自己或其團隊總是對的。領導者會以最佳領導者和團隊為標准來要求自己及其團隊。
Dive Deep 刨根問底
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.
領導者深入各個環節，隨時掌控細節，經常進行審核，當數據與傳聞不一致時持有懷疑態度。領導者不會遺漏任何工作。
Have Backbone; Disagree and Commit 敢於諫言，服從大局
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.
領導者必須要能夠不卑不亢地質疑他們無法苟同的決策，哪怕這樣做讓人心煩意亂，精疲力盡。領導者要信念堅定，矢志不移。他們不會為了保持一團和氣而屈就妥協。一旦做出決定，他們就會全身心地致力於實現目標。
Deliver Results 達成業績
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.
領導者會關注其業務的關鍵決定條件，確保工作質量並及時完成。盡管遭受挫折，領導者依然勇於面對挑戰，從不氣餒。
參考網址：https://www.amazon.jobs/principles