Story thread · 2 reports / 2 sources

Jeff Bezos repeated these 2 words for 30 years. They built Amazon

fastcompany.com · 8h · first reportShare

Jeff Bezos has repeated the same mantra for three decades: two words he credits with Amazon’s astonishing growth from a Seattle garage to the world’s largest company . Amazon just claimed the No. 1 spot on Fortune’s annual Global 500 list, which ranks companies by annual revenue. In a rare sit-down interview to mark the milestone, Bezos reflected on the principles that drove Amazon’s success. The conversation covered innovations that fueled the company’s growth, such as cloud computing , robotics, logistics, and AI . But Bezos repeatedly returned to one overarching principle that shaped Amazon from its first day and continues to guide the company’s decisions today. Customer obsession Customer obsession isn’t a marketing slogan. It’s not a mission statement. According to Bezos, it’s the guiding principle behind every major decision Amazon has made. In fact, it’s so important to Amazon’s history and its future, Bezos repeated the phrase 10 times in the same interview. The interview shoul