Here’s how Amazon’s CEO leads at the highest level—and how you can, too
You and I both know: leading any team comes with pressure.
Now imagine doing it at one of the fastest-moving and most recognized companies in the world, all while following in the footsteps of one of the most visionary founders in business history.
That’s exactly the challenge Andy Jassy faced when he stepped into the CEO role at Amazon, taking over for Jeff Bezos.
In our conversation on How Leaders Lead, Andy pulled back the curtain on how he leads through that kind of pressure—with clarity, authenticity, and a relentless focus on customers.
Catch our full conversation on YouTube >>
The truth is, pressure is a part of being a leader.
There’s pressure to make the right call. To set the tone. To move fast without losing focus.
And when that pressure builds, you need to rely on a few key principles to stay grounded and effective.
That’s exactly what we can learn from Andy Jassy. So whether you’re managing a growing team or navigating a major transition, here are three leadership takeaways from Andy Jassy that every leader should know.
1. Build the muscle of relentless learning
“The second you’re not learning is the second you’re starting to unwind.”
Andy Jassy’s leadership is grounded in a quiet sense of confidence and a strong commitment to learning, no matter his role at Amazon.
In 2002, he was offered a role of “shadowing” then-CEO Jeff Bezos. Many people in his life advised him not to take it, saying it was a role for a “glorified briefcase holder.”
But Jassy saw the opportunity differently. He leaned into it, knowing that being in the room, listening and observing, would teach him how the company really worked.
That learning mentality hasn’t faded. If anything, it’s deepened. Today, Jassy sees many senior leaders who lose their desire to learn. But for him, it’s a non-negotiable. (And I agree so wholeheartedly that I wrote a whole book on it!)
That learning mentality keeps your judgment sharp, especially under pressure. It builds your adaptability. And it helps you uncover new ideas, because you’re always open to where the next insight might come from.
Whether you’re new to leadership or decades into it, the best leaders are always learners.
Reflection: What’s one area of your leadership where you’ve stopped asking questions, and how could you re-engage with a learner’s mindset?
2. Get clarity on your customers’ needs
“When you’re starting a business or you’re building a product or a service, you have to be maniacally focused on customers.”
A lot of companies talk a big game about customer experience. But for Amazon, it’s the lens for every major decision.
Andy insists teams begin with a “working backwards” process. Before writing a single line of code, they craft two documents: a press release and a frequently asked questions page, as if the product is already launching.
The press release forces clarity: What are you offering? What’s remarkable about it? Why will it matter to customers? The FAQ digs even deeper—defining the customer problem, articulating the solution, and even predicting potential disappointments.
Jassy says this extra upfront work may feel slow, but it accelerates progress in the long run. Teams move with focus and conviction because they know exactly who they’re serving, and they’ve already worked through potential problems.
Even if you’re not launching at Amazon scale, the idea applies. Define success before you begin, so you’re not solving the wrong problem.
Otherwise, you risk moving fast in the wrong direction and launching something that customers won’t really care about.
Reflection: Could you write a press release today that makes a compelling case for your next initiative? If not, are you clear enough on the customer problem you’re solving?
3. Play to your strengths
“You can learn from whoever you’ve worked with in the past, but you can’t be that person. You’ve got to be who you are.”
Taking over from Jeff Bezos could have been paralyzing. But Andy quickly realized that trying to mimic his predecessor would only hold him back.
Instead, he leaned into his own leadership style. That meant drawing on what he learned from Bezos—like his customer focus and long-term vision—without copying every aspect of Bezos’s leadership style.
It’s a powerful reminder for anyone stepping into new responsibility or following in big footsteps. Because every leadership role comes with expectations and precedents.
Yes, it’s important to honor what came before, but you’ve also got to create space for your own instincts and strengths. Without that authenticity, you’ll struggle to earn people’s trust and build credibility.
Your people don’t want a replica. They want a real leader who’s grounded in who they are and confident in what they bring to the table.
Reflection: Where are you leading like yourself—and where might you still be performing someone else’s playbook?
If you’re facing some pressure in your leadership life right now – and let’s be honest, who isn’t – these are the kinds of principles you can rely on.
Stay humble enough to keep learning. Focus relentlessly on your customer. Lead with authenticity, not imitation.
They’re not flashy. But they’re the kind of consistent, high-impact habits that build trust, drive clarity, and help you thrive in whatever pressure-packed situations you find yourself leading through.
And it’s just a fraction of what you can learn from Andy. I encourage you to catch our full conversation on YouTube. You’ll hear even more insights on navigating transitions, building resilient teams, and leading through change.
What part of Andy’s leadership playbook resonated with you? Drop a comment with the insight you’re taking with you, or tag a colleague who needs to hear it too.
Your Next Step
Check out these articles that dive deeper into some of the concepts Andy shared in our episode:
Amazon CEO: While you’re still in your 20s, figure out what you ‘don’t’ want to do
Amazon CEO: People in their 20s tend to make this mistake—I was ‘lucky’ to avoid it