172 Powerful Jeff Bezos Quotes on Innovation and Leadership

If anyone is going to teach us about innovation and leadership, it’s the founder and CEO of Amazon. Jeff Bezos’s successful business ventures revolutionised the online retail industry and have made him one of the richest people in the world. He will forever remain among the greatest entrepreneurs in history spawning a global industry worth hundreds of billions of dollars.

Born Jeffrey Preston Jorgensen in 1964, New Mexico, Jeff Bezos is the founder and CEO of Amazon. The entrepreneur and e-commerce pioneer developed an early love of computers and studied computer science at Princeton University. He took to Wall Street after graduation and in 1994 he quit his job to open Amazon.com. What started out as an online bookstore became one of the Internet’s biggest success stories as the site spread to 45 foreign countries within the first month. In the second month, sales were at $20,000 a week.

Bezos pushed further with the site’s offerings in 1998, when he introduced CD’s, videos, clothes, electronics, toys and more with major retail partnerships he had established. There’s not much you can’t find on the platform today with the range of web services which include producing movies and the site’s very own Prime Day.

Amazon went from $510,000 in yearly sales in 1995 to over $17 billion in 2011. By 2018, the platform was valued at more than $1 trillion. Now regarded as one of the leading thinkers in the world, Bezos never hesitates to share his thoughts and ideas through speeches, interviews and writings. The e-commerce pioneer has much to say about innovation and leadership, to influence young minds across the globe as will forever remain an e-commerce pioneer.

1. We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient.

Jeff Bezos

2. Patience, persistence, and obsessive attention to detail.

Jeff Bezos

3. Work hard, have fun, and make history.

Jeff Bezos

4. Our point of view is we will sell more if we help people make purchasing decisions.

Jeff Bezos

5. Life’s too short to hang out with people who aren’t resourceful.

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6. Amazon is not too big to fail … If we start to focus on ourselves, instead of focusing on our customers, that will be the beginning of the end … We have to try and delay that day for as long as possible.

Jeff Bezos

7. I like to be counted on.

Jeff Bezos

8. If you don’t understand the details of your business you are going to fail.

Jeff Bezos

9. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Jeff Bezos

10. Your margin is my opportunity.

Jeff Bezos

11. We expect all our businesses to have a positive impact on our top and bottom lines. Profitability is very important to us or we wouldn’t be in this business.

Jeff Bezos

12. If you double the number of experiments you do per year you’re going to double your inventiveness.

Jeff Bezos

13. I’m skeptical of any mission that has advertisers at its centerpiece.

Jeff Bezos

14. Frugality drives innovation.

Jeff Bezos

15. The great thing about fact-based decisions is that they overrule the hierarchy.

Jeff Bezos

16. Kindness is a choice.

Jeff Bezos

17. A company shouldn’t get addicted to being shiny, because shiny doesn’t last.

Jeff Bezos

18. Invention by it’s very nature is disruptive.

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19. What’s dangerous is not to evolve, not to invent, not to improve the customer experience.

Jeff Bezos

20. Obsess about customers, not competitors.

Jeff Bezos

21. The common question that gets asked in business is, ‘why?’ That’s a good question, but an equally valid question is, ‘why not?’

Jeff Bezos

22. In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.

Jeff Bezos

23. It’s hard to find things that won’t sell online.

Jeff Bezos

24. Invention requires a long-term willingness to be misunderstood.

Jeff Bezos

25. In business, what’s dangerous is not to evolve.

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26. Your brand is what other people say about you when you’re not in the room.

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27. There’ll always be serendipity involved in discovery.

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28. The human brain is an incredible pattern-matching machine.

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29. I knew that if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying.

Jeff Bezos

30. We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

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31. All businesses need to be forever.

Jeff Bezos

32. You can have the best technology, you can have the best business model, but if the storytelling isn’t amazing, it won’t matter. Nobody will watch.

Jeff Bezos

33. The people who are right a lot, often change their minds.

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34. If you only do things where you know the answer in advance, your company goes away.

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35. When you receive criticism from well-meaning people, it pays to ask, ‘Are they right?’ And if they are, you need to adapt what they’re doing. If they’re not right, if you really have conviction that they’re not right, you need to have that long-term willingness to be misunderstood. It’s a key part of invention.

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36. Things never go smoothly.

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37. Are you lazy or just incompetent?

Jeff Bezos

38. We’ve done price elasticity studies, and the answer is always that we should raise prices. We don’t do that, because we believe — and we have to take this as an article of faith — that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.

Jeff Bezos

39. If you want to be inventive, you have to be willing to fail.

Jeff Bezos

40. If you’re long-term oriented, customer interests and shareholder interests are aligned.

Jeff Bezos

41. I’m a big fan of all-you-can-eat plans, because they’re simpler for customers.

Jeff Bezos

42. You can have a job, or you can have a career, or you can have a calling.

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43. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Jeff Bezos

44. You do something that you genuinely believe in, that you have conviction about, but for a long period of time, well-meaning people may criticize that effort.

Jeff Bezos

45. I don’t think that you can invent on behalf of customers unless you’re willing to think long-term, because a lot of invention doesn’t work. If you’re going to invent, it means you’re going to experiment, and if you’re going to experiment, you’re going to fail, and if you’re going to fail, you have to think long term.

Jeff Bezos

46. One common pitfall for large organizations – one that hurts speed and inventiveness – is ‘one-size-fits-all’ decision making…The end result of this is slowness, unthoughtful risk aversion, failure to experiment sufficiently, and consequently diminished invention. We’ll have to figure out how to fight that tendency.

Jeff Bezos

47. We want to make money when people use our devices, not when they buy our devices.

Jeff Bezos

48. A word about corporate cultures: for better or worse, they are enduring, stable, hard to change. They can be a source of advantage or disadvantage. You can write down your corporate culture, but when you do so, you’re discovering it, uncovering it — not creating it…..The reason cultures are so stable in time is because people self-select.

Jeff Bezos

49. In the end, we are our choices. Build yourself a great story.

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50. The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you, it just works.

Jeff Bezos

51. Today I continue with my science-fiction reading habit and find it very mind-expanding. Always makes me think.

Jeff Bezos

52. You can do the math 15 different ways, and every time the math tells you that you shouldn’t lower prices because you’re going to make less money. That’s undoubtedly true in the current quarter, in the current year.

Jeff Bezos

53. If you can somehow figure out how to have a calling, you have hit the jackpot, cause that’s the big deal.

Jeff Bezos

54. To get something new done you have to be stubborn and focused, to the point that others might find unreasonable.

Jeff Bezos

55. Invention is by its very nature disruptive. If you want to be understood at all times, then don’t do anything new.

Jeff Bezos

56. One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions. Your passions choose you.

Jeff Bezos

57. Cleverness is a gift, kindness is a choice. Gifts are easy — they’re given after all. Choices can be hard.

Jeff Bezos

58. If you’re very clear to the outside world that you’re taking a long-term approach, then people can self-select in.

Jeff Bezos

59. When the world changes around you and when it changes against you, what used to be a tail wind is now a head wind, you have to lean into that and figure out what to do because complaining isn’t a strategy.

Jeff Bezos

60. I like treating things as if they’re small, you know Amazon even though it is a large company, I want it to have the heart and spirit of a small one

Jeff Bezos

61. If you’re watching your competitors, you’re unlikely to invent a bunch of stuff on your own.

Jeff Bezos

62. Market leadership can translate directly to higher revenue, higher profitability, greater capital velocity, and correspondingly stronger returns on invested capital.

Jeff Bezos

63. Position yourself with something that captures your curiosity, something that you’re missionary about.

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64. The thing that motivates me is a very common form of motivation. And that is, with other folks counting on me, it’s so easy to be motivated.

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65. What we want to be is something completely new. There is no physical analog for what Amazon.com is becoming.

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66. Me-too companies have not done that well over time.

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67. During our hiring meetings, we ask people to consider three questions before making a decision…Will you admire this person?…Will this person raise the average level of effectiveness of the group they’re entering?….Along what dimension might this person be a superstar?

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68. Keep our competitors focused on us, while we stay focused on the customer.

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69. We take risks all the time, we talk about failure.

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70. My own view is that every company requires a long-term view.

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71. But it’s probably not true over a 10-year period, when the benefit is going to increase the frequency with which your customers shop with you, the fraction of their purchases they do with you as opposed to other places. Their overall satisfaction is going to go up.

Jeff Bezos

72. If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word-of-mouth is so very, very powerful.

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73. We are comfortable planting seeds and waiting for them to grow into trees.

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74. I’d rather interview 50 people and not hire anyone than hire the wrong person.

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75. We have focused like a laser on customer experience, and that really does matter..

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76. Sometimes we measure things and see that in the short term they actually hurt sales, and we do it anyway.

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77. If I have three good decisions a day, that’s enough,” he said. “They should just be as high quality as I can make them.”

Jeff Bezos

78. It is difficult for us to imagine that ten years from now, customers will want higher prices, less selection, or slower delivery. Our belief in the durability of these pillars gives us the confidence required to invest in strengthening them.

Jeff Bezos

79. Very comfortable on my kids’ giant panda doing email and putting final touches on this year’s annual shareholder letter.

Jeff Bezos

80. All of my best decisions in business and in life have been made with heart, intuition, guts… not analysis.

Jeff Bezos

81. We need big failures in order to move the needle. If we don’t, we’re not swinging enough. You really should be swinging hard, and you will fail, but that’s okay.

Jeff Bezos

82. Another thing that I would recommend to people is that they always take a long-term point of view. I think this is something about which there’s a lot of controversy. A lot of people — and I’m just not one of them — believe that you should live for the now.

Jeff Bezos

83. We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.

Jeff Bezos

84. I believe you have to be willing to be misunderstood if you’re going to innovate.

Jeff Bezos

85. “Working backwards” from customer needs can be contrasted with a “skills-forward” approach where existing skills and competencies are used to drive business opportunities. The skills-forward approach says, “We are really good at X. What else can we do with X?”. However, if used exclusively, the company employing it will never be driven to develop fresh skills. Eventually the existing skills will become outmoded.

Jeff Bezos

86. If you never want to be criticized, for goodness sake don’t do anything new.

Jeff Bezos

87. Friends congratulate me after a quarterly-earnings announcement and say, ‘Good job, great quarter … And I’ll say, ‘Thank you, but that quarter was baked three years ago. I’m working on a quarter that’ll happen in 2021 right now.

Jeff Bezos

88. We all know that if you swing for the fences, you’re going to strike out a lot, but you’re also going to hit some home runs.

Jeff Bezos

89. Market research doesn’t help. If you had gone to a customer in 2013 and said, ‘Would you like a black, always-on cylinder in your kitchen about the size of a Pringles can that you can talk to and ask questions, that also turns on your lights and plays music?’ I guarantee you they’d have looked at you strangely and said, ‘No, thank you.’

Jeff Bezos

90. The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.

Jeff Bezos

91. I think what you do is think about the great expanse of time ahead of you and try to make sure that you’re planning for that in a way that’s going to leave you ultimately satisfied. This is the way it works for me. There are a lot of paths to satisfaction and you need to find one that works for you.

Jeff Bezos

92. It’s not an experiment if you know it’s going to work.

Jeff Bezos

93. The difference between baseball and business, however, is that baseball has a truncated outcome distribution. When you swing, no matter how well you connect with the ball, the most runs you can get is four. In business, every once in a while, when you step up to the plate, you can score 1,000 runs.

Jeff Bezos

94. The good news for shareowners is that a single big winning bet can more than cover the cost of many losers.

Jeff Bezos

95. You need a culture that high-fives small and innovative ideas and senior executives [that] encourage ideas. In order for innovative ideas to bear fruit, companies need to be willing to “wait for 5-7 years, and most companies don’t take that time horizon.

Jeff Bezos

96. So I wanted to project myself forward to age 80 and say, ‘Okay, now I’m looking back on my life. I want to have minimized the number of regrets I have.’

Jeff Bezos

97. All businesses need to be young forever. If your customer base ages with you, you’re Woolworth’s.

Jeff Bezos

98. I strongly believe that missionaries make better products. They care more. For a missionary, it’s not just about the business. There has to be a business, and the business has to make sense, but that’s not why you do it. You do it because you have something meaningful that motivates you.

Jeff Bezos

99. If you’re very clear to the outside world that you’re taking a long-term approach, then people can self-select in.

Jeff Bezos

100. What we need to do is always lean into the future; when the world changes around you and when it changes against you – what used to be a tail wind is now a head wind – you have to lean into that and figure out what to do because complaining isn’t a strategy.

Jeff Bezos

101. My view is there’s no bad time to innovate.

Jeff Bezos

102. This has the potential to be bigger than anything we’ve ever done.

Jeff Bezos

103. I do get asked, quite frequently ‘What’s gonna change in the next 10 years?’ I’m rarely get asked, and it’s probably more important — and I encourage you to think about this — is the question what’s not going to change? The answer to that question can allow you to organize your activities. You can work on those things with the confidence to know that all the energy you put into them today is still going to pay dividends in the years to come.

Jeff Bezos

104. Great industries are never made from single companies. There is room in space for a lot of winners.

Jeff Bezos

105. It’s perfectly healthy–encouraged, even–to have an idea tomorrow that contradicted your idea today.

Jeff Bezos

106. One advantage — perhaps a somewhat subtle one — of a customer-driven focus is that it aids a certain type of proactivity. When we’re at our best, we don’t wait for external pressures. We are internally driven to improve our services, adding benefits and features, before we have to.

Jeff Bezos

107. Great innovations, large and small, are happening everyday on behalf of customers.

Jeff Bezos

108. You shaped us, you protected us, you let us fall, you picked us up, and you LOVED us, always and unconditionally. Thank you for everything. I love you, Mom.

Jeff Bezos

109. Failure and invention are inseparable twins. To invent you have to experiment, and if you know in advance that it’s going to work, it’s not an experiment.

Jeff Bezos

110. Working backwards from customer needs often demands that we acquire new competencies and exercise new muscles, never mind how uncomfortable and awkward-feeling those first steps might be.

Jeff Bezos

111. The keys to success are patience, persistence, and obsessive attention to detail.

Jeff Bezos

112. If everything you do needs to work on a three-year time horizon, then you’re competing against a lot of people. But if you’re willing to invest on a seven-year time horizon, you’re now competing against a fraction of those people, because very few companies are willing to do that.

Jeff Bezos

113. I think one thing I find very motivating — and I think this is probably a very common form of motivation or cause of motivation — is… I love people counting on me, and so, you know, today it’s so easy to be motivated, because we have millions of customers counting on us at Amazon.com. We’ve got thousands of investors counting on us. And we’re a team of thousands of employees all counting on each other. That’s fun.

Jeff Bezos

114. If your customer base is aging with you, then eventually you are going to become obsolete or irrelevant. You need to be constantly figuring out who are your new customers and what are you doing to stay forever young.

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115. Effective process is not bureaucracy. Bureaucracy is senseless process.

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116. You don’t want to negotiate the price of simple things you buy every day.

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117. I want to see good financial returns, but also to me there’s the extra psychic return of having my creativity and technological vision bear fruit and change the world in a positive way.

Jeff Bezos

118. There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second.

Jeff Bezos

119. Maintain a firm grasp of the obvious at all times.

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120. If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.

Jeff Bezos

121. No business can continue to shrink. That can only go on for so long before irrelevancy sets in.

Jeff Bezos

122. In some cases, things are inevitable. The hard part is that you don’t know how long it might take, but you know it will happen if you’re patient enough. E-books had to happen. Infrastructure web services had to happen. So you can do these things with conviction if you are long-term-oriented and patient.

Jeff Bezos

123. You know if you make a customer unhappy, they won’t tell five friends, they’ll tell 5,000 friends. So we are at a point now where we have all of the things we need to build an important and lasting company, and if we don’t, it will be shame on us.

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124. The one thing that offends me the most is when I walk by a bank and see ads trying to convince people to take out second mortgages on their home so they can go on vacation. That’s approaching evil.

Jeff Bezos

125. My dad came here from Cuba all by himself without speaking English when he was 16 years old, and has been kicking ass ever since.

Jeff Bezos

126. At Amazon we like things to work in five to seven years. We’re willing to plant seeds, let them grow and we’re very stubborn. We say we’re stubborn on vision and flexible on details.

Jeff Bezos

127. If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the internet, they can each tell 6,000 friends.

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128. If you’re good at course correcting, being wrong may be less costly than you think. Whereas being slow is going to be expensive for sure.

Jeff Bezos

129. We are stubborn on vision. We are flexible on details

Jeff Bezos

130. One of the things we don’t do very well at Amazon is a me-too product offering. So when I look at physical retail stores, it’s very well served, the people who operate physical retail stores are very good at it…the question we would always have before we would embark on such a thing is: What’s the idea? What would we do that would be different? How would it be better? We don’t want to just do things because we can do them…we don’t want to be redundant.

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131. We can’t be in survival mode. We have to be in growth mode.

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132. If you can make a decision with analysis, you should do so. But it turns out in life that your most important decisions are always made with instinct and intuition, taste, heart.

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133. Where you are going to spend your time and your energy is one of the most important decisions you get to make in life.

Jeff Bezos

134. When you think about the things that you will regret when you’re 80, they’re almost always the things that you did not do. They’re acts of omission. Very rarely are you going to regret something that you did that failed and didn’t work or whatever.

Jeff Bezos

135. People who are right most of the time are people who change their minds often.

Jeff Bezos

136. As a company grows, everything needs to scale, including the size of your failed experiments. If the size of your failures isn’t growing, you’re not going to be inventing at a size that can actually move the needle. Amazon will be experimenting at the right scale for a company of our size if we occasionally have multibillion-dollar failures.

Jeff Bezos

137. The smartest people are constantly revising their understanding, reconsidering a problem they thought they’d already solved. They’re open to new points of view, new information, new ideas, contradictions, and challenges to their own way of thinking.

Jeff Bezos

138. Amazon today remains a small player in global retail. We represent a low single-digit percentage of the retail market, and there are much larger retailers in every country where we operate. And that’s largely because nearly 90% of retail remains offline, in brick and mortar stores.

Jeff Bezos

139. Super proud of the entire Blue Team who came together and made it happen.

Jeff Bezos

140. Focus on cost improvement makes it possible for us to afford lower prices, which drives growth. Growth spreads fixed costs across more sales, reducing cost per unit, which makes possible more price reductions. Customers like this, and it’s good for shareholders. Please expect us to repeat this loop.

Jeff Bezos

141. When you look at something like, go back in time when we started working on Kindle almost seven years ago…. There you just have to place a bet. If you place enough of those bets, and if you place them early enough, none of them are ever betting the company. By the time you are betting the company, it means you haven’t invented for too long.

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142. It’s hard to remember for you guys, but for me it’s like yesterday I was driving the packages to the post office myself, and hoping one day we could afford a forklift.

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143. One of the things that I hope will distinguish Amazon.com is that we continue to be a company that defies easy analogy. This requires a lot of innovation, and innovation requires a lot of random walk.

Jeff Bezos

144. Because, you know, resilience – if you think of it in terms of the Gold Rush, then you’d be pretty depressed right now because the last nugget of gold would be gone. But the good thing is, with innovation, there isn’t a last nugget. Every new thing creates two new questions and two new opportunities.

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145. Hey, India. We’re rolling out our new fleet of electric delivery rickshaws. Fully electric. Zero carbon. 

Jeff Bezos

146. The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it.

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147. We don’t focus on the optics of the next quarter; we focus on what is going to be good for customers.

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148. Part of company culture is path-dependent – it’s the lessons you learn along the way.

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149. We invent before we have to. These investments are motivated by customer focus rather than by reaction to competition. We think this approach earns more trust with customers and drives rapid improvements in customer experience – importantly – even in those areas where we are already the leader.

Jeff Bezos

150. Wandering in business is not efficient … but it’s also not random. It’s guided… and powered by a deep conviction that the prize for customers is big enough that it’s worth being a little messy and tangential to find our way there. Wandering is an essential counterbalance to efficiency. You need to employ both. The outsized discoveries – the “non-linear” ones – are highly likely to require wandering.

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151. The death knell for any enterprise is to glorify the past — no matter how good it was.

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152. The thing about inventing is you have to be both stubborn and flexible. The hard part is figuring out when to be which.

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153. As a company, one of our greatest cultural strengths is accepting the fact that if you’re going to invent, you’re going to disrupt.

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154. I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out.

Jeff Bezos

155. Proud of the program we have in India to hire and train deaf associates at our delivery stations. Managers learn basic sign language to be able to communicate. Meeting this group was a moving experience for me.

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156. If you’re not stubborn, you’ll give up on experiments too soon. And if you’re not flexible, you’ll pound your head against the wall and you won’t see a different solution to a problem you’re trying to solve.

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157. People who love all fields of knowledge are the ones who can best spot the patterns that exist across nature.

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158. The killer app that got the world ready for appliances was the light bulb. So the light bulb is what wired the world. And they weren’t thinking about appliances when they wired the world. They were really thinking about – they weren’t putting electricity into the home. They were putting lighting into the home.

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159. Entrepreneurs must be willing to be misunderstood for long periods of time.

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160. Companies are rarely criticized for the things that they failed to try. But they are, many times, criticized for things they tried and failed at.

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161. ery sad to hear of Paul Allen’s passing. His passion for invention and pushing forward inspired so many. He was relentless to the end. My heart goes out to Paul’s family and friends.

Jeff Bezos

162. On the Internet, companies are scale businesses, characterized by high fixed costs and relatively low variable costs. You can be two sizes: You can be big, or you can be small. It’s very hard to be medium. A lot of medium-sized companies had the financing rug pulled out from under them before they could get big.

Jeff Bezos

163. Amazon partners with thousands of kirana stores all over India as delivery points. It’s good for customers, and it helps the shop owners earn additional income.

Jeff Bezos

164. If you decide that you’re going to do only the things you know are going to work, you’re going to leave a lot of opportunity on the table.

Jeff Bezos

165. We understand that and believe in failing early and iterating until we get it right. When this process works, it means our failures are relatively small in size (most experiments can start small), and when we hit on something that is really working for customers, we double-down on it with hopes to turn it into an even bigger success.

Jeff Bezos

166. There are two ways to extend a business. Take inventory of what you’re good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

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167. If you’re doing anything interesting in the world, you are going to have critics. You can’t stop it. Move forward. It’s not worth losing any sleep over.

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168. The framework I found which made the decision incredibly easy was what I called – which only a nerd would call – a ‘regret minimization framework’.

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169. Cultures aren’t so much planned as they evolve from that early set of people.

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170. I don’t want to use my creative energy on somebody else’s user interface.

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171. Amazon ranked #1 best managed company. Definitely the result of strong teamwork from people who care deeply and passionately about customers, their fellow employees, and the environment.

Jeff Bezos

172. What we need to do is always look into the future.

Jeff Bezos