Getting started: a call to action and/or next steps.Quotes: including a company quote and testimonial from a hypothetical customer.Solution paragraph: how the product addresses the problem.Problem paragraph: an outline of the problem being solved and target audience.Summary paragraph: like an exec summary, this is a short description summarising the primary value and benefits. Subheading: an additional line about the customer benefits.It must quickly outline how the product is faster/ easier/ cheaper for a customer pain point in plain English. The Press Release (PR) imagines a successful launch and captures the customer value or ‘so what?’ in a single page. So it’s no surprise that such thinking is baked into Amazon’s processes.Īmazon’s Working Backwards approach, also known as PR/FAQ, involves starting large initiatives by writing a press release and FAQ document to succinctly express its value from a customer-centric perspective evaluating and iterating it with leadership critiques and finally working backwards to establish how to deliver on its promise. Amazon’s mission statement includes a commitment “to be Earth’s most customer-centric company” Jeff Bezos enforced the ‘one empty chair rule’ in meetings to represent customers and his constant call to "Start with the customer and work backwards" is part of Amazon’s Leadership Principles.
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