Working Backwards

Use it when you need to validate customer value before writing a single line of code.

What is it?

Working Backwards is Amazon's signature, customer-centric product development framework that flips the traditional spec-first approach on its head.

Instead of drafting requirements for engineers, you start by writing an internal press release and FAQ that outline who your customer is, the problem you're solving, and the clear benefit they'll get. This early alignment exercise forces you to nail down the ‘why,' uncover hidden assumptions, and rally stakeholders around a crisp value proposition. After the press release and FAQ, you map out user experience flows and define success metrics to ensure every feature ties back to real user outcomes.

By treating your press release as the north star, you eliminate guesswork, reduce wasted dev cycles, and sharpen product-market fit before a single line of code is written.

Why it matters?

By forcing teams to lock in on real customer problems and measurable outcomes before development, Working Backwards slashes wasted effort, accelerates time-to-market, and drives stronger product-market fit. You go to market with confidence, knowing your roadmap is anchored in validated user insight, and you boost retention, revenue, and growth by solving the right problems from day one.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

Draft the Press Release

Write a concise, customer-facing announcement describing the product, target user, and top benefits. Think of it as your one-page rallying cry that forces clarity around the problem you're solving.

Build the FAQ

Anticipate internal and external questions: What's different here? What are the risks? How will we measure success? This uncovers assumptions and technical constraints early.

Map the User Journey

Sketch key screens or flows that deliver the promised benefits. Use wireframes or simple storyboards to visualize the experience from sign-up to ‘aha' moment.

Define Metrics & Business Case

Set specific, measurable KPIs (activation rate, retention lift, revenue impact) and estimate resources needed. Tie every feature back to those outcomes.

Iterate & Align

Share drafts with cross-functional partners, engineering, design, marketing, and refine until the press release is laser-focused and the FAQ addresses all stakeholder concerns.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

What's the Working Backwards press release for?

It's an internal announcement that reads like a customer-facing launch story. By writing it first, you force clarity on who you're solving for, the top benefits, and why it'll matter in the market.

What's the Working Backwards press release for?

It's an internal announcement that reads like a customer-facing launch story. By writing it first, you force clarity on who you're solving for, the top benefits, and why it'll matter in the market.

Who owns the Working Backwards docs?

Ideally, a product manager or founder leads the effort, but it must be a cross-functional exercise. Engineering, design, and marketing should all contribute to refine assumptions and align on feasibility.

Who owns the Working Backwards docs?

Can small teams use Working Backwards?

Absolutely. Even a solo founder can write a press release and FAQ in a few hours. The artifacts scale up with complexity, but the core benefit, customer-first clarity, works at any size.

Can small teams use Working Backwards?

Absolutely. Even a solo founder can write a press release and FAQ in a few hours. The artifacts scale up with complexity, but the core benefit, customer-first clarity, works at any size.

How do you know when to move from docs to dev?

Once the press release clearly communicates the problem, benefits, and metrics, and the FAQ answers all major technical and business questions, you've earned the green light to start building.

How do you know when to move from docs to dev?

Once the press release clearly communicates the problem, benefits, and metrics, and the FAQ answers all major technical and business questions, you've earned the green light to start building.

How often should you update your press release and FAQ?

Iterate whenever you learn new user feedback or market signals. Treat them as living documents that evolve alongside your product roadmap to keep everyone aligned.

How often should you update your press release and FAQ?

Iterate whenever you learn new user feedback or market signals. Treat them as living documents that evolve alongside your product roadmap to keep everyone aligned.

You've nailed your press release and FAQ. Now plug those insights into the CrackGrowth diagnostic to uncover hidden usability gaps and prioritize experiments that actually move the needle.

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