For Amazon Founder and CEO Jeff Bezos, it just might be this: each year, the company is ranked at the top of its category and often top overall on a national index measuring customer satisfaction among America’s largest companies.
Sounds a little dry, a little technical. But it reflects Amazon’s mission in the strongest way possible.
Bezos is famously customer-focused. “Obsess over customers,” he has said. While some companies chose to obsess over competition (or default to obsessing over competition because it feels right) Bezos has consistently chose to push Amazon to obsess over the customer.