If you are successful, the leadership principles became like how you managed your decision making and how you manage like who you hired and even your development. But it's all about ownership. So part of the lower down is we're all part of the store, right? And sometimes delighting the customer isn't expensive. It maybe just knowing that something is not working well for customers. And a big part of how the customer obsession shows up is everyone is tasked with getting close enough to the customer or even better, being a customer. So you know what their experiences. So I think if you can say we can't afford this kind of investment, there's often very creative ways to improve the customer experience that may not cost a lot of money. So part of it is is saying, Okay, the challenge is with finite resources, invention has to occur. Like they say, necessity is the mother of invention, and I think Amazon definitely believes if you give people not enough resources, they will have to invent their way out. And I think for a person that may not have the financial control they can invent and invent often is not expensive. It's how do we make this better? Uh, and even like the example of Prime, which was expensive to start but was in engineers idea of. Wouldn't it be great? Wouldn't customers love this? And it sounded sort of crazy. But you know how many of us actually benefit from that one person's idea who wasn't a senior manager? Um, and just thought this would be a really great customer proposition and was empowered enough to bring it forward and say, I have this idea. Why don't we try it?
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