Working Backwards is a product development approach pioneered at Amazon. Instead of starting with an idea and figuring out what to build, you start by writing a press release for the finished product — before writing a single line of code. This forces clarity about who the customer is, what problem you're solving, and why it matters.
How to use it
- Write a press release — Before building anything, write a press release announcing the finished product. Include:
- A clear headline
- The target customer
- The problem you're solving
- The solution and key benefits
- A quote from a customer explaining why they love it
- How to get started
- Write a FAQ — Anticipate questions from customers and stakeholders. Write honest answers.
- Define the customer experience — Write user stories or mock up the experience. What does the customer actually see and do?
- Iterate on the documents — Refine the press release and FAQ until the vision is crystal clear and compelling.
- Build only what the documents describe — Use the press release as your north star throughout development.
Example
Press Release Draft:
"Introducing TeamSync — The Meeting Notes That Write Themselves"
For busy teams drowning in meetings, TeamSync automatically records, transcribes, and summarizes every meeting, creating searchable action items assigned to the right people.
"I used to spend 30 minutes after every meeting writing up notes. Now I just check TeamSync and everything is there — including the action items I almost forgot," says Sarah, a product manager at Acme Corp.
Takeaway
Working Backwards forces you to start with the customer and the desired outcome, preventing teams from building solutions in search of a problem. If you can't write a compelling press release, the idea probably isn't ready.
Put this tool to practice
Apply the Working Backwardsto your own situation. Start with a real problem you're facing and work through the steps above.
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