We also knew our unique capabilities would not be unique for very long, which provided a sense of urgency. (The first company to offer a robust set of general-purpose web services wouldn’t be guaranteed to win in the long run, but the head start sure would help.) That sense of urgency is codified in Amazon’s Bias for Action leadership principle. It states, “Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk-taking.”
