I am looking at how the outside in approach is better than the top down approach of marketing strategy but wondering, at the end of the day, is the

I am looking at how the outside in approach is better than the top down approach of marketing strategy but wondering, at the end of the day, is the outside in approach not the same as the top down approach given that the outside in decision has to be made by the top? Take amazon for example which would say it uses outside in but then doesn't Jeff Bezos still make the decisions top down?