| name | working-backwards-pr-faq |
| description | Define new products and features by starting with the customer experience instead of technical constraints. Use this when starting a zero-to-one product, deciding which feature to prioritize next, or seeking executive alignment on a complex proposal. |
The "Working Backwards" process centers on the PR/FAQ: a mock Press Release and a list of Frequently Asked Questions. It forces clarity of thought by requiring you to describe a finished product and its benefits before a single line of code is written.
The Working Backwards Framework
1. The Press Release (PR)
The PR is a one-page document written for the customer. It describes the product as if it were launching today. It must be factual and data-rich, avoiding marketing hyperbole.
The Three "Money Paragraphs":
- The Summary: A short description of the product and what the core benefit is.
- The Problem: A crisp definition of the specific customer problem this product solves. Quantify the problem with data or customer insights.
- The Solution: A description of how the product elegantly solves that problem.
Essential PR Elements:
- Hypothetical Launch Date: Choose a date that signals the expected complexity (e.g., next month vs. next year).
- The "Target Customer": Avoid broad categories. Be specific about who this is for (e.g., "high-volume professional sellers in urban areas" instead of "all merchants").
- Customer Quote: A hypothetical quote from a customer explaining how the product changed their life or business.
2. The Frequently Asked Questions (FAQ)
The FAQ is a multi-page document that addresses the "behind the scenes" details. It is divided into two sections:
- External (Customer) FAQ: Questions a customer would actually ask. "How much does it cost?" "How do I switch from my current provider?" "What happens if my internet goes out?"
