The Amazon Future Press Release (backwards product development)

Amazon is focused like a laser on customers. Instead of starting with an idea for a product and trying to convince executives that customers will “love the idea,” Amazon works from the perspective of the customer to come up with ideas that will legitimately generate value.


Heading : Name the product in a way the reader (i.e. your target customers) will understand.

Sub-Heading : 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 this paragraph is critical. Note: If you struggle writing the summary, step back and reevaluate the idea.

Problem : Describe the problem your product solves. Be clear.

Solution :  Describe how your product solves the problem. Be enthusiastic!

Quote From You :  A quote from a spokesperson in your company. For example: “Amazon customers want same-day deliveries. We created Prime and Prime Now to provide our customers with deliveries in as little as two hours,” stated Amazon founder Jeff Bezos.

How to Get Started : Describe how easy it is for customers to get started using the service.

Customer Quote : Provide a quote from a hypothetical customer that describes how they experienced the benefit. For example: “I was amazed that I could order protein bars and pre-workout supplements and receive them the same day,” stated Brittain Ladd.

Closing and Call to Action : Reinforce to the customer why the product or service is a must-have and reinforce the value generated for the customer.

Amazon’s Innovation Secret — The Future Press Release

What is Amazon’s approach to product development and product management? Ian McAllister

Andrea Marchiotto

Working Backwards (the Amazon Method)

See also Amazon Meeting / 6 Page Memo



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