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.