Does leadership at amazon really adhere to these or is it mostly just lip service?
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Really adhere. Super strong culture. Although interpretations can vary, and some orgs/teams care more about certain principles than others.
The fact that ppl at Microsoft ask this question is really telling of our culture. I'm former Amazonian. Yes they adhere and it's because you're hired on them, fired on them, and bonused based on them in your reviews. You have to list examples of how you fulfilled each one and how others fulfilled each one in your reviews. In Microsoft's culture it's only measuring 1 of the 14 principles (individual impact / deliver results).
I've been at MSFT for a rather long time. The org I'm in seems more interested in 'what have you done for me lately' approach to reviews then any particular principal I can point to. Thats why asked. Lots of places spew great marketing slogans, not all live by them. I did find Amz LP compelling & really am interested how they are adhered to.
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Most of the leadership principals really adhere. Sometimes they can be used to throw something in your face though. Not all the time but some bad managers use them as a stick.