“It’s one of the contradictions of life inside Amazon.” (Stone, 2013) Amazon spends a lot of time and money to gather data to create metrics that run the online store. These metrics are the deciding factor on what is working and what is not; what features to keep or what features need to be removed. Yet, the customer always comes first, and one customer's bad experience could alter the way Amazon's processes. Because of this, Amazon undergoes continuous improvement: “an ongoing commitment to increase product and service quality by constantly assessing and improving the processes and procedures used to create those products and services.” (Williams, 380) Bezos perfectly exhibits Servant Leadership. Servant Leadership is defined as one's natural
