Why it matters
Amazon used a worn Nike shoe to celebrate bias for action: people who spotted something that should be done and did it, even though it wasn’t their job. A quirky, low-cost trophy makes initiative visible and memorable without making it bureaucratic.
How to run it
- Pick your trophy. Something symbolic and a little ridiculous — Amazon used a big, worn-out Nike shoe. The humbleness is the point.
- Open nominations. Anyone can nominate anyone who acted on an idea outside their normal responsibilities.
- Choose, then tell the story. At an all-hands, describe what the person noticed, what they did, and why it mattered. The story teaches more than the award.
- Hand over the trophy. The winner keeps it on their desk until the next round.
- Keep it light. Two to three minutes, no speeches, no gift cards.
Accounts differ on whether Amazon required the idea to work. We suggest rewarding the action itself — that’s what builds a bias for action.
Watch out for
- Only rewarding initiatives that succeeded — the point is the action, not the outcome
- Letting senior leaders dominate the winners
- Turning the trophy into an expensive prize, which kills the charm
When not to use it
In safety-critical environments where acting outside your role carries real risk — reward speaking up instead.
Sources
- Stanford eCorner — Amazon on maximising experimentation
- Bryar & Carr, Working Backwards (2021)
