| name | PR/FAQ Product Validation |
| description | Write a future-dated Press Release and FAQ before any coding begins to ensure the product solves a real customer problem. Work backwards from the customer, not forward from capabilities. Amazon's foundational process. |
The PR/FAQ Product Validation
"We're going to start with what's best for the customer and then come backward from there." — Bill Carr
What It Is
A product development process that starts with the customer by writing a Press Release and FAQ documents before any coding begins. This ensures the product solves a real customer problem and forces clarity of thought.
When To Use
- At the very beginning of product development
- Before allocating engineering resources
- When validating new product ideas
- To prevent "solution in search of a problem" failures
The Document Structure
┌──────────────────────────────────────────────────────┐
│ PRESS RELEASE (1 page) │
│ Written as if product already launched │
├──────────────────────────────────────────────────────┤
│ • Headline: Name the product and customer benefit │
│ • Subhead: Who is the customer and what they gain │
│ • Problem: What problem does this solve? │
│ • Solution: How does the product address it? │
│ • Leader Quote: Why this matters strategically │
│ • Customer Quote: How a customer describes benefit │
│ • Call to Action: What should reader do next? │
└──────────────────────────────────────────────────────┘
┌──────────────────────────────────────────────────────┐
│ FAQ (2-5 pages) │
├──────────────────────────────────────────────────────┤
│ EXTERNAL FAQ (Customer questions): │
│ • How do I use this? │
│ • What does it cost? │
│ • How is it different from alternatives? │
│ │
│ INTERNAL FAQ (Feasibility questions): │
│ • How hard is this to build? │
│ • What are the dependencies? │
│ • How do we measure success? │
└──────────────────────────────────────────────────────┘
How To Apply
STEP 1: Define Customer Problem
└── Who is the customer?
└── What is their struggling moment?
STEP 2: Draft Future Press Release
└── Write as if it's launch day
└── Be specific, not hyperbolic
STEP 3: Draft FAQs
└── External: Customer perspective
└── Internal: Feasibility reality check
STEP 4: Concentric Circle Review
└── Start with small trusted group
└── Expand to broader leadership
└── Iterate based on feedback
STEP 5: Leadership Approval
└── Get resources only after validation
Common Mistakes
❌ Using hyperbole/marketing fluff instead of factual descriptions
❌ Writing it as a real external PR rather than internal validation
❌ Skipping the iterative review process
Real-World Example
AWS and Prime Video were both defined via PR/FAQs before they existed. The Fire Phone is cited as a failure where the process may have been overridden or the problem wasn't validated.
Source: Bill Carr, Co-author of "Working Backwards", Lenny's Podcast
