Jeff Bezos on Handling Criticism: Look in the Mirror and Stay the Course

Jeff Bezos, the visionary behind Amazon, has a straightforward approach to dealing with criticism. His advice isn’t just for business leaders but for everyone: when faced with criticism, take a step back, and look in the mirror. His process for handling critiques is grounded in self-reflection and conviction, which has guided Amazon through many tough decisions.

Jeff Bezos, founder, Amazon

Photo: Jeff Bezos (Instagram @jeffbezos)

Step 1: Ask Yourself, "Is the Critic Right?"

When you’re criticized, Bezos suggests starting with an honest evaluation of the feedback. "Is your critic right?" This is the first question you must ask yourself. If the criticism reveals a genuine flaw or problem, then it’s time to make changes. Bezos emphasizes the importance of being humble enough to admit when you’re wrong. It’s about growth, learning, and improving.

Step 2: Stay Strong if You Believe You're Right

However, Bezos also champions the importance of standing firm when you believe the criticism is unjustified. He cites Amazon’s decision to stick with their customer reviews system, even when others pressured them to change it. In those moments, Bezos encourages his team to "have a deep keel," a nautical term that implies stability and the ability to stay steady despite external forces. If you’re confident that your decision is right, hold your ground, no matter how much outside pressure comes your way.

The Power of Reflection and Conviction

Bezos’ philosophy is simple but powerful: when faced with criticism, first reflect deeply and honestly, then act based on that reflection. Whether it’s making necessary changes or staying the course, the key is conviction—knowing when to evolve and when to hold firm. At Amazon, this mindset has helped the company stay innovative while remaining grounded in its core principles.

For Bezos, the ability to handle criticism isn’t just about reacting to feedback; it’s about using it as a tool to either improve or reinforce your values. And in both cases, having that "deep keel" ensures you stay true to your vision.

Listen to Jeff Bezos:

Source: George W. Bush Presidential Center 'Forum on Leadership: A Conversation with Jeff Bezos"