Source: AMZN Letter to shareholders
Published: April 2010

Goals at Amazon

Circulated: February 17, 2020

“Our annual goal setting process begins in the fall, and concludes early in the new year after we’ve completed our peak holiday quarter. Our goal setting sessions are lengthy, spirited, and detail-oriented.

In 2010, there are 452 detailed goals tracked by the senior leadership team with owners, deliverables, and targeted completion dates.

A review of the 2010 goals reveals:

360 of the goals will have a direct impact on customer experience.

The word revenue is used eight times and free cash flow is used only four times.

In the 452 goals, the terms net income, gross profit or margin, and operating profit are not used once.” - Jeff Bezos