novatechflow | Alexander Alten

This article explains Amazon’s “working backwards” method and why product teams should start with the customer, not the feature list. By writing an internal press release before anything is built, teams clarify the real problem, the value proposition, and the customer benefit long before engineering begins. The exercise forces simplicity, removes jargon, prevents overbuilding, and keeps everyone aligned on what truly matters. If you can’t explain the product clearly in a short, compelling message, it’s a warning sign that the idea isn’t ready. Amazon often does this thing where they start with the customer instead of just coming up with a product and then trying to figure out how to sell it. They call it " working backwards. " This strategy totally works for any product decisions, but it's especially important when they're making something new. The Press Release Exercise When it comes to launching new stuff, product managers usually start by writing a press release...