CBD Training Academy - Leadership Principles

Our  Leadership Principles

At the CBD Training Academy, we use our Leadership Principles every day, whether we’re discussing ideas for new projects or deciding on the best approach to solving a problem. It is just one of the things that make us unique.  Inspired by one of the largest e-commerce companies in the world, Amazon, we’re proud to confirm our Leadership Principles below:

Customer Obsession

Our leaders start with the customer and work backward. We work vigorously to earn and keep customer trust. Although our leaders pay attention to competitors, they obsess over our customers.


Our leaders are owners. We think long term and don’t sacrifice long-term value for short-term results. We act on behalf of the entire company, beyond just our own team. We never say “that’s not my job”.

Invent and Simplify

Our leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here”.

Are Right, A Lot

Our leaders are right a lot. They have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs.

Learn and Be Curious

Our leaders are never done learning and always seek to improve themselves. They are curious about new possibilities and act to explore them.  And yes, we are all CBD Certified, it’s a requirement!

Hire and Develop the Best

Our leaders raise the performance bar with every hire and promotion. They recognize exceptional talent and willingly move them throughout the organization. Our leaders develop leaders and take seriously their role in coaching other team members.

Insist on the Highest Standards

Our leaders have relentlessly high standards – many people may think these standards are unreasonably high. Our leaders are continually raising the bar and drive their teams to deliver high-quality products, services and processes.

Think Big

We believe that thinking small is a self-fulfilling prophecy. Our leaders create and communicate a bold direction that inspires results. We think differently and look around corners for ways to serve customers.

Bias for Action

Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking and action.


We try to accomplish more with less. Constraints breed resourcefulness, self-sufficiency and invention. There are no extra points for growing headcount, budget size or fixed expense.

Earn Trust

Our leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, even when doing so is awkward or embarrassing.

Dive Deep

Our leaders operate at all levels, stay connected to the details, audit frequently, and are skeptical when metrics and anecdote differ. No task is beneath them.

Have Backbone; Disagree and Commit

Our leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Our leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined, they commit wholly.

Deliver Results

Our leaders focus on the key inputs for our business and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.