Template
Amazon Working Backwards: PR/FAQ Template
Amazon's Working Backwards PR/FAQ format is the strongest PRD alternative in industry. Free template with worked examples.
What is a PR/FAQ?
A press release + FAQ written BEFORE building. It forces you to answer whether the product is worth building and communicable before writing code.
PR Structure (1 page)
Sections
- Headline: newsworthy product name + biggest benefit
- Sub-headline: elaborate 1 sentence
- Summary paragraph: 3-4 sentences of what and why
- Problem: customer pain today
- Solution: how the product solves it
- Customer quote: fictional but plausible
- Availability + how to get started
FAQ Structure (2-3 pages)
Sections
- What is [product]?
- How does it work?
- Who is it for?
- How does it compare to [existing alternative]?
- What could go wrong?
- How will we measure success?
Review Meeting Format
How Amazon runs it
- Everyone silently reads the doc (10-20 min)
- Reviewers write comments inline as they read
- Then discuss — everyone has the same context
- Author responds to top comments
- Doc is revised, re-reviewed if needed
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