Working Backwards: разработка клиентоориентированных продуктов

The Working Backwards method, also known as the Amazon method, turns the traditional development process upside down – the method starts with the end result and moves backwards to the starting point. We tell you about the business benefits of the method and explain how to use it.

What is Working Backwards: the essence of the technique

Amazon’s Working Backwards methodology is an approach to product development where the team first imagines that the product is ready to be released. They do this by writing a press release about the release of the finished product. Of course, the press release is not published, but is needed to clearly articulate the target audience and their needs, as well as the uniqueness of the new product.

The main tool of the method is a written document called a PR/FAQ (press release/frequently asked questions). This document consists of two parts: the press release, which describes the customer experience, and the FAQ, which outlines the details of the potential product and helps estimate how expensive and difficult it will be for the company to create it.

The main goal of this process is to shift the focus from the company’s internal perspective to the customer’s perspective. The team must answer the question, “Why will customers want to buy this product?”

This method has been used at Amazon since 2004 to develop major products and initiatives, and has been central to the company’s success in creating innovative customer-centric products.

“We innovate by starting with the customer and working backwards. This becomes the benchmark for our inventions.”

Jeffrey Bezos, founder of Amazon.

Benefits of Working Backwards

Working Backwards is especially useful in a rapidly changing market – it is now more willing to accept those products that best meet the needs of users. The method helps companies stay competitive by creating innovative and in-demand solutions.

Focus on the customer experience – the method forces the team to look at the product through the eyes of the customer, focusing on “why the customer needs the product” and not just on “how we will make it”. This helps create products that truly solve customer problems and fulfill customer needs.
Efficiently assess product viability – Writing a press release about a potential product requires far fewer resources than creating an MVP or conducting surveys and castdevs. If the press release is difficult to write, it may indicate that the product will probably not be well received by the market.
Clearly defining the value of the product – The process forces the team to carefully articulate the product’s value proposition and how it will be presented to target customers. This helps find and eliminate potential problems even at the idea stage.
Development Reference – The press release serves as a reference that helps the team maintain focus on the main goal of the product. This helps prevent project “sprawl” – the product features are already described in the press release and can be referenced throughout the development process.
Stimulate innovation – the method helps to come up with out-of-the-box solutions, encouraging the team to think from the end result.

Possible drawbacks

The Working Backwards method, while effective in many situations, is not a one-size-fits-all solution and may have limitations depending on the context and project specifics:

Risk of premature decision making – in a highly uncertain environment, the team may settle on one idea too soon and ignore alternative solutions that may be more effective.
Difficulty of application in some industries – the method may be less useful in areas with stringent requirements, e.g. education, medicine, finance. In such cases, traditional planning methods may work better.
Potential limitation of innovation – requirements for the final product that were formulated early on may limit the scope for creativity. This can reduce a team’s willingness to take risks, even if necessary for a market breakthrough.
Difficulty creating a press release – Writing a truly customer-centric press release requires a deep understanding of customer needs, which can be difficult for teams without direct customer contact or marketing experience.

How to Apply Working Backwards: a step-by-step guide to creating a PR/FAQ

The PR/FAQ is a key tool in the Working Backwards method. This document consists of two main parts: the press release (PR) and the frequently asked questions (FAQ).

The structure of the press release (PR):

Headline: product name that appeals to customers.
Subheadline: a brief description of the main benefit of the product.
Summary: an overview of what the product does and its main benefit.
Problem: the specific problem the product solves.
Solution: how the product solves that problem.
Company Representative Quote: why the company created this product and what it hopes to accomplish.
Customer quote: a fictionalized testimonial showing the value of the product to the user.
Call to Action: information on how to get started using the product.

Frequently Asked Questions (FAQ):

The FAQ should provide answers for future users, as well as an estimate of the costs of creating the product and potential difficulties. For this purpose, two FAQs are compiled:

External FAQ (questions from future customers):
- How much does the product cost?
- Where to buy it?
- How does it work?
Internal FAQ (questions from teams and functional stakeholders):
- Is there a demand for this product?
- What is the approximate cost of implementation and potential ROI?”
- What is the size of the market?

Key principles when creating a PR/FAQ:

Briefness – PR should be no more than one page, FAQ should be no more than five pages.
Customer Focus – the document should be written from the user’s perspective, emphasizing the benefits to the customer.
Concreteness – precise figures and facts instead of general phrases.
Accessibility – the text is understandable to a wide audience, no technical jargon.
Realistic – an example of a real-life scenario using the product.
Future-oriented – write as if the product already exists and is being used successfully.

The process of creating a PR/FAQ is iterative, sometimes you need to create many drafts and have several meetings. This document is not just a formality, but a tool for articulating thoughts, identifying potential problems and creating products that will meet customer needs.

Examples of Using the Working Backwards Method

One of the most famous examples of the Working Backwards method is the development of the Amazon Kindle e-book. The process began with writing a press release describing the concept of a “pocket bookstore.” The team focused on the key value to the user: the ability to carry an entire library with them and buy books whenever they wanted.

When creating the PR/FAQ for Kindle, the team included questions about battery life, reading comfort, and book availability. The technical description focused on creating a screen that was comfortable for long reads and a simple book-buying system. This approach allowed Amazon to clearly define the key features of the product and its value to consumers before development began.

As a result of the Working Backwards method, Amazon created a product that completely changed the e-book market and became one of the company’s most successful products.

Amazon used the Working Backwards method not only to create Kindle, but also to develop many other successful products and services, such as the Alexa voice assistant and the Amazon Web Services (AWS) public cloud. This approach has become an integral part of Amazon’s culture of innovation and continues to play a key role in Amazon’s new product development.