Press Release (Amazon Working Backwards)

# Press Release (Amazon Working Backwards)

Write an Amazon-style press release that defines customer value before building. A planning tool that asks: *"If we shipped this perfectly, how would we explain it to the world?"*

Not a launch-day marketing artifact — a forcing function for clarity and customer-centricity.

## The Working Backwards Framework

Popularized by Amazon. Press release + FAQ written before code. Press release must:
- Be customer-perspective
- Focus on problem solved, not features built
- Be 1-1.5 pages
- Be compelling enough that customers would want the product

## Standard Structure

1. **Headline** — clear, benefit-focused
2. **Dateline** — city, state, date
3. **Introduction** — what's launching, who for, key benefit
4. **Problem paragraph** — customer problem solved
5. **Solution paragraph** — outcomes, not features
6. **Quote from leader** — vision, customer commitment
7. **Supporting details** — additional benefits, data
8. **Boilerplate** — company background
9. **Call to action** — how to learn more
10. **Media contact**

## Why This Works

- **Customer-first thinking** — articulates value from customer's POV
- **Clarity forcing function** — if PR isn't compelling, idea may be weak
- **Alignment tool** — stakeholders react to vision before engineering
- **Decision filter** — features that don't make the PR are deprioritized

**Anti-patterns:** Not feature-centric. Not internal jargon. Not vague fluff. Not actual launch copy.

## When to Use

**Use:** Defining new product/major feature, aligning stakeholders before build, testing if idea is compelling, pitching to execs.
**Don't use:** Trivial features, after building (too late), as actual launch press release (this is planning).

## Application

### Step 1: Gather Context

- Product/feature description
- Target customer (`proto-persona`)
- Problem (`problem-statement`)
- Key benefits
- Competitive context (`positioning-statement`)
- Company mission

### Step 2: Headline

Format: "[Product/Feature] by [Company] Aims to [Main Benefit]"

**Quality:** Benefit-focused, specific, memorable.
- ✅ "Acme Workflows Launches Invoice Automation to Cut Processing Time by 60% for Small Businesses"
- ❌ "Acme Launches New Product with AI Features"

### Step 3: Dateline + Introduction

```
[City], [State], [Country], [Date] —

Today, [Company], a [type], announced [news], a [description]. This [product] is set to [main benefit], addressing [key customer problem].
```

2-3 sentences. Name the problem before the solution.

### Step 4: Problem Paragraph

```
[Product] solves [specific customer problem]. According to [source], [supporting data or quote that validates problem].
```

Specific, not "inefficiency." Validated with data, quotes, research.

### Step 5: Solution (Outcome-Focused)

```
[Product] addresses this by [how — outcomes, not features]. [Quote from leader]: "[Customer-empathy quote]."
```

Outcome-first: "Reduces processing time" not "uses OCR."
Quote should reflect customer empathy, not generic excitement.

### Step 6: Supporting Details

```
In addition to [key benefit], [product] also [additional benefits]. According to [statistic], [supporting data].
```

Numbers where possible. Customer-centric.

### Step 7: Boilerplate

```
[Company], founded in [year], is a [type] known for [products/services]. With a focus on [mission], [Company] has [milestones].
```

### Step 8: CTA + Media Contact

```
For more information about [product], visit [website] or contact [name] at [contact].
```

### Step 9: Test the Press Release

1. Would a customer care?
2. Is the problem clear to a stranger?
3. Are benefits measurable?
4. Is it jargon-free?
5. Does it pass the "so what?" test?

If any "no," revise.

## Common Pitfalls

1. **Feature list instead of benefits** → translate features to outcomes
2. **Vague problem** ("solves inefficiency") → specific: "8 hours/month manual entry"
3. **Jargon-heavy** ("leverages cutting-edge ML") → plain language
4. **Generic exec quote** ("we're excited") → customer-focused
5. **No data or validation** → add metrics, beta results, research

## References

- `problem-statement` — defines the customer problem
- `positioning-statement` — informs differentiation and value
- `proto-persona` — defines target customer
- `jobs-to-be-done` — informs benefits

**External:**
- Amazon's Working Backwards process (Ian McAllister, 2012)
- Colin Bryar & Bill Carr, *Working Backwards* (2021)