---

name: PR/FAQ Product Validation description: Write a future-dated Press Release and FAQ before any coding begins to ensure the product solves a real customer problem. Work backwards from the customer, not forward from capabilities. Amazon's foundational process.

The PR/FAQ Product Validation

"We're going to start with what's best for the customer and then come backward from there." — Bill Carr

What It Is

A product development process that starts with the customer by writing a Press Release and FAQ documents before any coding begins. This ensures the product solves a real customer problem and forces clarity of thought.

When To Use

• At the very beginning of product development
• Before allocating engineering resources
• When validating new product ideas
• To prevent "solution in search of a problem" failures

The Document Structure

Copy┌──────────────────────────────────────────────────────┐
│  PRESS RELEASE (1 page)                              │
│  Written as if product already launched              │
├──────────────────────────────────────────────────────┤
│  • Headline: Name the product and customer benefit   │
│  • Subhead: Who is the customer and what they gain   │
│  • Problem: What problem does this solve?            │
│  • Solution: How does the product address it?        │
│  • Leader Quote: Why this matters strategically      │
│  • Customer Quote: How a customer describes benefit  │
│  • Call to Action: What should reader do next?       │
└──────────────────────────────────────────────────────┘

┌──────────────────────────────────────────────────────┐
│  FAQ (2-5 pages)                                     │
├──────────────────────────────────────────────────────┤
│  EXTERNAL FAQ (Customer questions):                  │
│  • How do I use this?                                │
│  • What does it cost?                                │
│  • How is it different from alternatives?            │
│                                                      │
│  INTERNAL FAQ (Feasibility questions):               │
│  • How hard is this to build?                        │
│  • What are the dependencies?                        │
│  • How do we measure success?                        │
└──────────────────────────────────────────────────────┘

How To Apply

CopySTEP 1: Define Customer Problem
└── Who is the customer?
└── What is their struggling moment?

STEP 2: Draft Future Press Release
└── Write as if it's launch day
└── Be specific, not hyperbolic

STEP 3: Draft FAQs
└── External: Customer perspective
└── Internal: Feasibility reality check

STEP 4: Concentric Circle Review
└── Start with small trusted group
└── Expand to broader leadership
└── Iterate based on feedback

STEP 5: Leadership Approval
└── Get resources only after validation

Common Mistakes

❌ Using hyperbole/marketing fluff instead of factual descriptions

❌ Writing it as a real external PR rather than internal validation

❌ Skipping the iterative review process

Real-World Example

AWS and Prime Video were both defined via PR/FAQs before they existed. The Fire Phone is cited as a failure where the process may have been overridden or the problem wasn't validated.

---

Source: Bill Carr, Co-author of "Working Backwards", Lenny's Podcast