[nibab]

As a former Amazonian (2017-2020) I was a big believer in the leadership principles partly due to how often they were referenced during my time there and partly due to the business world's obsession with Amazon's secret sauce. The company does a very good job at indoctrinating everyone by using them extensively throughout the hiring/performance management lifecycle. In fact, during the interview loop each interviewer is tasked with evaluating whether the candidate exhibits a specific leadership principle.

As many have pointed out, with time you notice the principles being used in all sorts of ways against you depending on the context. The management class is conditioned to tell you that "principles are deliberately in contention with one another"...which gives everyone the necessary cover to spin a particular guiding principle in whichever way suits them in that moment. Or you could buy the kool-aid and pretend that whoever architected these principles was so linguistically adept that they truly figured out the perfect way of articulating a set of contentious principles that taken together distill the exact cultural nuance that Amazon is all about. Wittgenstein is rolling in his grave.

In their current state, the leadership principles are simply a way of defining the lingo for work conversations and providing some sort of framework for decision making (emphasis on framework)...which still has a bounding effect on how things are done at Amazon, albeit in a very very limited way. I do think most people would have trouble coming up with their own decision-making framework if they had to, never-mind articulating or communicating it to their peers. However, it would be preposterous to claim that the Amazon principles have any significant cultural value, at least in the narrow definition that most people commonly ascribe to "business culture" (ie language is also culture, but in this context its more about unique behavior specific to a company).

What drives the culture more than anything at Amazon is the insane growth that the company has seen in the past couple of decades. People there have felt it very deeply and have the battle scars to prove it. Everyone that has been at the company long enough will point to the often counter-intuitive things that one should do to succeed at sustaining this type of growth. Bear in mind this is a different type of business than the other high growth behemoths of the industry and Amazon has its own peculiar aspects..

As far as the article goes, I think that the most important aspect that the author gets right is that. the decline is probably due to the influx of people in middle management that don't have any idea about what it really took to build Amazon into what it is today.