Is there a method in the sky high ambition of Jeff Bezos? Apparently yes. It’s called ‘Working Backwards’ writes Justin Bariso in Inc. citing Ian McAllister on Quora detailing ‘Amazon’s approach for product development’.
The first step is for a Product Manager to write an internal Press Release announcing the finished product – “Internal press releases are centered around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions,” and this will be iterated on till it sounds exciting to potential customers.
This is the broad structure according to Ian McAllister:
Heading: Name the product in a way the target customers will understand.
Subheading: Describe who the market for the product is and what benefit they get. One sentence only underneath the title.
Summary: Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.
Problem: Describe the problem your product solves.
Solution: Describe how your product elegantly solves the problem.
Quote from You: A quote from a spokesperson in your company.
How to Get Started: Describe how easy it is to get started.
Customer Quote: Provide a quote from a hypothetical customer that describes how they experienced the benefit.
Closing and Call to Action: Wrap it up and give pointers where the reader should go next.
Irrespective of whether you are ideating or ready with a product it would be worthwhile writing your Press Release and make it your guiding light through development.
Where I learnt this #383
Amazon Has a Secret Weapon Known as “Working Backwards”–and It Will Transform the Way You Work
What is Amazon’s approach to product development and product management?