The Power of Speed: Lessons from Amazon’s Bias for Action

Some lessons in business reshape how we think, work, and achieve. One of the most impactful philosophies comes from Amazon’s founder, Jeff Bezos, who embedded a “bias for action” into the company’s DNA. This principle—moving fast, making decisions quickly, and embracing mistakes—has been central to Amazon’s meteoric rise.

Amazon's journey from a small online bookstore to a global e-commerce and technology giant wasn’t just about innovative ideas. It was about speed. Decisions were made quickly, experiments were launched rapidly, and the company learned and adapted faster than anyone else.

Speed as a Competitive Advantage

Jeff Bezos once said, “Many decisions are reversible, two-way doors. Those decisions can use a light-weight process. If you’re good at course-correcting, being wrong may be less costly than you think, whereas being slow is going to be expensive for sure.”

This insight challenges the traditional corporate approach of waiting for perfect clarity before acting. Bezos and Amazon’s teams operate under the belief that it’s better to act decisively, make mistakes, and learn, rather than fall behind in an industry that moves at breakneck speed. Their willingness to iterate and improve allowed Amazon to dominate in areas like e-commerce, cloud computing, and logistics.

The 24-Hour Rule: Inspired by Amazon

Taking a page from Amazon’s playbook, we implemented the “24-Hour Rule” across our companies. The premise is simple: Reduce the time between thinking about an idea and taking action. It’s not just about speed; it’s about momentum.

Amazon exemplifies this in countless ways. Their teams don’t spend weeks scheduling meetings and debating decisions—they prioritize rapid execution. A new product idea, a customer feedback initiative, or a process improvement doesn’t sit idle; it gets acted on, often within hours.

The 24-Hour Rule ensures that:

• Decisions are made quickly: Whether launching a new initiative, responding to feedback, or fixing an issue, action happens within a day.
• Mistakes are embraced: Speed comes with errors, but each mistake is a chance to learn and adapt faster than competitors.
• Momentum is maintained: Execution drives energy and focus, keeping teams aligned and motivated.

Why Speed Matters More Than Perfection

A common hesitation in decision-making is fear—fear of making the wrong move or being judged for a mistake. Amazon’s bias for action reframes this entirely. At Amazon, mistakes are seen as opportunities to course-correct and improve. What’s truly costly is hesitation, which leads to lost opportunities and stagnation.

Bezos emphasizes making decisions with 70-80% of the available information. Waiting for perfect clarity rarely pays off. Instead, acting quickly and adapting ensures forward momentum, keeping the company ahead of competitors who are still deliberating.

Creating a Culture of Action

Amazon’s culture of action has ripple effects:

1. Empowered Teams: Employees are encouraged to take initiative without waiting for multiple layers of approval.
2. Customer-Centric Innovation: By acting quickly on customer feedback, Amazon consistently delivers better experiences.
3. Market Leadership: Speed allows Amazon to stay ahead of trends, whether by launching new products or expanding into new markets.

Final Thoughts: The Amazon Way of Speed

The world rewards those who act, not those who hesitate. Jeff Bezos built Amazon with a relentless focus on speed and execution, a philosophy that every business can learn from. Whether through the “bias for action” or principles like the 24-Hour Rule, the lesson is clear: Action drives success.

The next time you’re tempted to say, “Let’s revisit this next week,” ask yourself: What would Amazon do? Chances are, they’d act today—and they’d already be learning from the results.

Q&A: Understanding the Power of Speed in Business

Q1: What does “bias for action” mean at Amazon?
It’s a principle embedded in Amazon’s culture, emphasizing quick decision-making and execution. The idea is to reduce the time between identifying a need or opportunity and acting on it, even if it involves some risk or mistakes along the way.

Q2: Why does Jeff Bezos prioritize speed over perfection?
Bezos believes that most decisions are reversible and can be corrected later. Waiting for perfect information often leads to missed opportunities, while acting quickly ensures momentum and the ability to learn and adapt faster than competitors.

Q3: How does the 24-Hour Rule align with Amazon’s principles?
The 24-Hour Rule reflects Amazon’s approach by minimizing the delay between ideation and action. It fosters a culture of execution where teams are empowered to take initiative and experiment without fear of failure.

Q4: How can businesses apply the 24-Hour Rule?

• Encourage quick decisions for low-risk opportunities.
• Empower teams to act without waiting for multiple layers of approval.
• Focus on learning from mistakes rather than avoiding them.
• Set deadlines for acting on ideas or resolving issues within 24 hours.

Q5: How does speed create a competitive advantage?
Speed enables businesses to respond to market demands faster, innovate before competitors, and adapt to changes in real time. In dynamic industries, being slow often means losing market share or missing opportunities entirely.

Q6: How can smaller businesses adopt a “bias for action”?
Smaller businesses can implement this principle by streamlining their decision-making processes, reducing bureaucratic delays, and encouraging a mindset of “done is better than perfect.” Starting small and iterating quickly can yield results while minimizing risks.