We can. =) I credit HR to sharing them and making sure people hear about them on the way in, but I think a lot of their success has to do with the fact that th

We can. =) I credit HR to sharing them and making sure people hear about them on the way in, but I think a lot of their success has to do with the fact that they're easy to relate to and understand. They're not meaningless platitudes. Lots of companies have "values" like "integrity" and "commitment". But what does that mean? In what context? It's vague. Customer Obsession is pretty obvious. Earn Trust. These are simple. And while the descriptions of them can get pretty wordy, everyone can tell you what they mean because they're easy to identify with. I also thing that what they do is give people a lot of empowerment to make decisions, and that makes them attractive. 14 principles that are easy to understand and appeal to people's good will. If you're acting with the principles in mind, you cannot go wrong. (Disclaimer: I work for AWS.)