Forbes' ranking of the 100 most innovative leaders is led by Amazon CEO Jeff Bezos, with the top 15 featuring Salesforce's Marc Benioff, Microsoft's Satya Nadella, Marriott International's Arne Sorenson, ServiceNow's John Donahoe and Intuit Executive Chairman Brad Smith. Forbes devised the ranking by calculating innovation-related media coverage, social networks, market value growth and the stock price premium. The magazine also highlights Bezos' innovation, leadership and planning qualities. "Bezos' approach works especially well when the innovation requires a deep understanding of customer needs and preferences; or in other words when there is a lot of market (demand) uncertainty (will people buy it?)," write Jeff Dyer, Nathan Furr and Mike Hendron.