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Amazon Working Backwards PR/FAQ generator that forces customer-outcome thinking before any code is written. Produces a press release, an internal FAQ, and an external FAQ as a single decision artifact.
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| name | prfaq |
| description | Amazon Working Backwards PR/FAQ generator that forces customer-outcome thinking before any code is written. Produces a press release, an internal FAQ, and an external FAQ as a single decision artifact. |
| license | MIT + Commons Clause |
| metadata | {"version":"1.0.1","author":"borghei","category":"project-management","domain":"pm-execution","updated":"2026-06-15T00:00:00.000Z","tech-stack":"working-backwards, pr-faq, amazon-method, narrative-memo"} |
The PR/FAQ is Amazon's "working backwards" artifact: before any team is funded to build a product, the PM writes a future-dated press release and an FAQ that anticipates every hard question. The discipline forces clarity on customer, problem, and outcome before a single design decision is made. If the team cannot write a compelling, credible PR/FAQ, the idea is not ready.
Use this skill when you need a high-fidelity narrative artifact for funding review, executive sponsorship, or a "should we even do this?" decision. The output is a single Markdown document with three sections: the press release, an internal FAQ (the questions your CFO, lawyer, and head of engineering will ask), and an external FAQ (the questions customers and press will ask). The PR/FAQ is not a PRD substitute -- it precedes the PRD -- and is not a marketing draft. The "Press Release Test" is the bar: if the press release would not strike a customer as genuinely newsworthy, the idea needs more work.
When NOT to use: incremental features on an existing product (use wwas/ or job-stories/); a signed-off PRD mid-build; pure technical infrastructure with no end-customer narrative.
create-prd/.Use assets/prfaq_template.md as the fill-in scaffold. See references/prfaq-playbook.md for the full structure, FAQ categories, sample questions, workflow, and troubleshooting.
assets/prfaq_template.md — complete fill-in PR/FAQ template (PR + internal FAQ + external FAQ).In scope: press-release drafting in the Working Backwards format; internal FAQ across the 9 categories; external buyer/customer FAQ; the Press Release Test protocol; handoff to PRD (create-prd/) and roadmap (outcome-roadmap/).
Out of scope: marketing/ad copy or external launch press (handoff to marketing); detailed PRD authoring (create-prd/); OKR definition (brainstorm-okrs/); backlog drafting (wwas/, job-stories/); pricing strategy or financial modeling (finance/).
Caveats: The PR/FAQ is an internal alignment artifact, not for external publication. The format works best in cultures that tolerate written narrative memos; slide-deck cultures may need to adopt it gradually. A weak PR/FAQ is a feature, not a bug — it surfaces a weak idea; fix the idea, do not inflate the language.
| Integration | Direction | Description |
|---|---|---|
discovery/brainstorm-ideas/ | Receives from | Top-ranked opportunity solutions become PR/FAQ candidates |
discovery/identify-assumptions/ | Receives from | Assumptions populate internal FAQ "what we do not know yet" answers |
discovery/pre-mortem/ | Receives from | Tiger risks populate internal FAQ "failure modes" answers |
execution/create-prd/ | Feeds into | Approved PR/FAQ becomes the prologue and scope anchor for the PRD |
execution/brainstorm-okrs/ | Feeds into | Press release outcomes become OKR candidates |
execution/outcome-roadmap/ | Feeds into | PR/FAQ launch date and v1 scope inform roadmap horizon placement |
execution/roadmap-communication/ | Feeds into | PR/FAQ summary becomes the executive-variant roadmap narrative |
marketing/ (skills domain) | Hands off to | After launch approval, marketing teams adapt the PR into actual launch press materials |