Even when a project does not achieve its goals or is deemed a failure, if the effort was admirable and adherent to Amazon practices and principles, the result for the individual is neither dismissal nor shame. Failure is almost always understood as the failure of a group, a process, a system, as much as that of a single person—many people have been involved, made comments, shaped the idea, and given approvals along the way. For the company, then, failure is typically viewed as an experiment from which a great deal can be learned that can lead to change and improvement. Very often, failure is
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