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.

References:

• Working Backwards, Werner Vogels, CTO - Amazon.com
• Quora — What is Amazon's approach to product development and product management?

[[Product strategy]]