Write the press release
Amazon.com has a product development process they call Working Backwards. Rather than starting from an idea or a technology, you start by writing the press release for the product.
- The target audience is the customer.
- The press release is circulated internally.
- If the press release isn't compelling, you don't have a strong product hypothesis. Iterate! Iterating on a press release is less expensive than iterating on a product.
- Working Backwards, Werner Vogels, CTO - Amazon.com
- Quora — What is Amazon's approach to product development and product management?