Why does Jeff Bezos emphasize "customer obsession" as Amazon's first principle?

This isn't complicated; let's unpack it.

First, what are "First Principles"? Simply put, they are the "root" of all your decisions. No matter what new situation or difficult choice you face, you return to this root to think. Just like your life principle, for example, "honesty," you would never deceive anyone. For Amazon, this root is "customer obsession."

So why did Bezos make "customer obsession" this "root"?

1. Customer Needs Are the Most Stable

Think about it: as consumers, what do we want? Nothing more than "more selection, lower prices, and faster delivery." This fundamental need won't change in a hundred years. Your competitors will change, technology will update, markets will fluctuate, but consumers' insatiable desire for these things is eternal. Bezos realized early on that instead of constantly watching competitors for new tricks, it's better to dedicate all energy to satisfying this most stable and fundamental customer need. As long as you excel in these areas, customers will naturally vote with their feet.

2. A Source of Innovation, Not Passive Following

If your principle is "closely watching competitors," then at best you'll be a good "imitator," always a step behind. But if your principle is "customer obsession," you will proactively "invent" things customers didn't even realize they needed but truly do.

• Amazon Prime is the best example. Back then, no one thought two-day delivery was essential, and some even thought Amazon was crazy, wondering how much money they would lose. But Amazon thought: "Customers definitely want to receive their orders faster and not pay separately for each delivery," so they created this service. Now? It's become an e-commerce standard.
• Kindle e-readers are another example. Amazon was a major seller of physical books at the time, and launching Kindle was like revolutionizing their own business. But they weren't thinking, "How do I protect my paper book business?" Instead, they asked, "How can customers read more conveniently?" The answer was to access books anytime, anywhere, and more affordably.

3. It Helps You Make Difficult but Correct Long-Term Decisions

Many companies, when making decisions, prioritize questions like, "Will this quarter's financial report look good?" or "Will shareholders be satisfied?" But during Amazon meetings, it's said an empty chair is placed to represent "the most important person in the room"—the customer.

When there's an internal debate, they ask: "Which choice is better for the customer?" This allows them to resist the temptation of short-term profits and do things that might seem "unprofitable" in the present but will earn customer trust in the long run. For example, allowing users to leave negative reviews on product pages. In the short term, this might affect sales, but in the long term, users will find the platform authentic and trustworthy, making them more willing to shop there.

In Summary:

For Bezos, "customer obsession" isn't just a slogan hung on the wall. It's a business compass, a decision-making tool. Because customer needs are eternal, betting on customers is like finding the most stable "North Star" for the company. All your efforts, innovations, and investments gain a clear direction, ultimately returning to you a hundredfold through customer loyalty and trust. This is more fundamental and powerful than chasing any trend or imitating any competitor.