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Why Tesla, Apple and Amazon Prioritize Performance Over Everything Else

What influences winning, making money, or achieving goals? It’s your performance.



why performance trumps results

Everyone wants to win at the things they’re pursuing. In fact, I don’t know a single person who likes to lose. But what influences winning, making money, or achieving goals? It’s your performance. It’s what you do, not what you want, that determines whether you succeed or fail.

This means that rather than focusing on results—whether that’s landing a new client or taking home a sports championship—your goals must always center on your performance. 

Let me share three reasons why:

1. Performance goals are about the process of achieving success. People who set performance goals are more likely to laser-focus on the actions and behaviors they need to succeed. This provides clarity: they define specific targets rather than vaguely pining for “the big win.”

2. Performance goals are entirely under your control. Unlike results, which can be influenced by external factors such as luck, timing, and the actions of others, performance is controlled by one person: you.

Performance goals are solely related to your own efforts and actions. This means you’ll be more likely to feel a sense of ownership and responsibility for your successes, which will increase your motivation and commitment.

3. Performance goals are flexible. Results are often very specific and rigid, which can lead to disappointment and frustration if you or your team falls short of achieving them.

In contrast, performance goals focus on the process of achieving success, which allows for greater adaptability and the ability to adjust course as necessary. This will lead to greater resilience and the ability to bounce back from setbacks and obstacles.

Real-World Examples: The Power of Performance in Action

These three individual principles translate directly to the business world. Let’s look at how three popular companies focus on performance to achieve incredible results.


Amazon, the e-commerce and technology giant, has demonstrated consistent performance through its relentless focus on customer satisfaction and continuous innovation.

One example is its implementation of efficient supply chain management. The company invested heavily in building a vast distribution network, utilizing advanced logistics technologies, and optimizing warehouse operations. 

This allowed Amazon to offer fast and reliable delivery, even for large product catalogs, which greatly enhanced the customer experience and cemented the company’s dominance in online retail.

What’s more, Amazon’s introduction of Amazon Prime showcased its commitment to customer-centric services. By offering unlimited fast shipping, exclusive deals, and access to a vast library of digital content, Amazon Prime has created a loyal customer base and contributed to substantial revenue growth.


Apple is known for its innovation and exceptional performance. One example is the launch of the iPhone. When the first iPhone was introduced in 2007, it revolutionized the smartphone industry. 

Apple’s careful integration of hardware, software, and design resulted in a groundbreaking product that quickly gained widespread popularity. The iPhone’s success propelled Apple to new heights, establishing the company as a leader in the mobile market and significantly increasing its revenue and market value.

Another example of Apple’s superior performance is its retail strategy. Apple stores are known for their sleek design, exceptional customer service, and seamless integration of products and services. 

By creating a unique and immersive retail experience, Apple has consistently achieved success. 

This success can be attributed to Apple’s focus on providing a premium customer experience and showcasing its products in a way that highlights their value and functionality.


Tesla, the electric vehicle and clean energy company, has achieved consistent performance by disrupting the automotive industry and pioneering sustainable transportation.

One notable example is the launch of the Model S. With its long range, high performance, and cutting-edge design, the Model S showcased the viability of electric vehicles as a practical and desirable alternative to traditional gasoline-powered cars. 

The Model S received critical acclaim, won numerous awards, and significantly contributed to Tesla’s brand recognition and market value.

Additionally, Tesla’s focus on building a comprehensive charging infrastructure played a crucial role in the company’s success. Tesla Supercharger stations provide fast and convenient charging for Tesla owners, reducing range anxiety and addressing one of the major barriers to electric vehicle adoption.

By investing in charging infrastructure development, Tesla has demonstrated its commitment to supporting the entire electric vehicle ecosystem, further bolstering its position as a leader in the industry.

Performance brings results

Amazon, Apple, and Tesla focused on their performance, which directly led to achieving monumental results. Their consistency in performance and execution only raises the performance bar of their competitors—and our expectations.

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