---
description: Define a product concept by writing the press release and FAQ first, then deriving requirements
---

# Working Backwards (Amazon)

Start with the ideal customer experience by drafting a future press release, then work backward to define what must be built.

## Steps

1. Write a **press release** announcing the finished product (1 page max)
2. Draft **FAQs** -- external (customer questions) and internal (stakeholder questions)
3. Define the **customer experience** by writing user narratives or mockups
4. Identify the **hardest problems** that must be solved to deliver this experience
5. Derive **requirements and milestones** from the press release promises

## Output Format

**Press Release:**
- Headline: [Attention-grabbing title]
- Subheadline: [Target customer + key benefit]
- Problem: [Current pain point]
- Solution: [How the product solves it]
- Quote: [Fictional leader quote]
- Call to Action: [How customers get started]

**Key Requirements:** [Bulleted list derived from PR]
**Open Questions:** [Hardest unsolved problems]