Amazon 7th Principle: Think Big

The seventh Leadership Principle of the Amazon Way is:

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.

Amazon’s vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

It’s important to have big dreams for your future. After all, failing to plan is planning to fail. So if you can’t think big about your future, you’re not going to have a very big future. Big, of course, means a dream that takes you farther than where you are today.

Think big… and then think bigger. Ask yourself, “What is even bigger than what I’m thinking, because that’s what I really want to do?” That’s how you raise the bar far higher on yourself.

Once you start to see the bigger big, then you have to ask yourself, “What are the strategies to accomplish the bigger big? What would it take to accomplish my bigger big goal?” Once you have the vision and ask the “What Would It Take” question, the path to get there becomes clear.

Summing-up: Think big, and then realize you just thought small. Before doing your big thing, look at what is the bigger thing, and do that instead. When you do, you’ll find that your future will be far more amazing than your past, and even more amazing than you thought it would be.


  1. Mala Rajput

    Absolutely true! But by thinking big one also needs to balance out the other key principles – My motto from now will be to think big by setting high standards through simplicity but with innovation and creativity. I believe these are my Key attributes and never realised till reading Amazon’s Key leadership principles that this is why I love and enjoy the most challenging jobs. I feel alive at work!

  2. Shane

    Quite True…I just realized while preparing for an interview..From today I will add this point to my “to do” List

  3. andrea

    Think big, create ways to go around corners, and invent and simplify.
    The Kaizen philosophy, and Gemba principle we use here.
    Continuously improving, and going places. Change for the better, 

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