It is clear that Amazon performs exceptionally from many point of view, and so it could became the most valuable retailer in the US, as stated in the article. In the core of Amazon’s culture positions the focus on its customers. Their “customer obsession” as they call it, pays out. This success is built on a vision of an empire of “elite” workers (and as all elite systems it is harsh with everybody who doesn’t fit in) who are delivering their utmost, exhibit “ownership”, master every element of their business, “dive deep” and they do all which is in their power (or beyond) in the spirit of customer satisfaction. The company standard is, that there is no standard: you can always do more or better. Employees, especially in the beginning, see