1. Working Backward - A Product Management Approach

In product management, the process of defining product requirements and planning the rollout of new features is critical to delivering value to users. One of the most effective methods to achieve this is through the Working Backward approach, a practice developed by Amazon. This approach helps product managers focus on the desired end result—what value the feature or product will deliver to the customer—before diving into the development process.

In this document, we’ll discuss the key principles behind working backward, its benefits, and how to apply it effectively in the product development process.

What is Working Backward?

Working backward is the concept of starting with the end goal in mind. Instead of starting with technical details or feature development, the product team begins by writing a Press Release as if the product or feature has already been launched successfully. This helps clarify the value proposition and ensures alignment across the team and stakeholders.

The approach involves imagining the product or feature as it would be presented to the public, whether through a press release, customer testimonial, or frequently asked questions (FAQ). The goal is to clearly define the impact the feature will have, the problem it solves for users, and why it matters.

The Press Release

A press release is a public announcement that typically showcases a new product or feature. In the context of working backward, a press release is written before the product development begins. It focuses on the value delivered to the customer and what makes this feature or product important.

The press release helps to:

1. Align the team on what success looks like.
2. Clarify the vision of the feature, ensuring everyone understands its purpose.
3. Inspire the team by focusing on the value the product will deliver.

Example Structure of a Press Release:

• Headline: Clearly state the new feature or product in an engaging way.
• Introduction: Briefly describe the problem the feature solves and why it matters to customers.
• Feature Details: Highlight the core aspects of the feature, focusing on customer benefits rather than technical details.
• Customer Impact: Provide a compelling narrative of how this feature will improve the customer's life.
• Call to Action: End with a strong message about what the next steps are or how customers can start using the feature.

The press release is often followed by a Customer Letter or a FAQ document to further flesh out details about how the feature will work and answer common questions users might have.

Customer Letter

A Customer Letter is another variation of the working backward approach. It is written from the perspective of a satisfied customer, expressing their gratitude or excitement about the new feature or product. This format emphasizes empathy and helps the product team stay focused on solving real customer problems.

The customer letter typically contains:

• Customer’s Context: A brief introduction of the customer’s situation and their needs before the feature was introduced.
• Solution Overview: How the feature resolved the customer's issue or improved their experience.
• Customer Praise: A description of the positive impact the feature had on their life or business.

This approach reinforces the focus on delivering value and ensures the team remains connected to the customer’s perspective throughout the development process.

FAQs

Once the press release and customer letter are written, it’s beneficial to develop a FAQ (Frequently Asked Questions) document. This helps anticipate potential questions from users, team members, or stakeholders regarding the new feature. Addressing these questions early on reduces uncertainty and clarifies the scope of the release.

Common topics covered in an FAQ:

• What does this feature do?
• How will it affect current users?
• Is there any additional setup required?
• Are there limitations to the feature?

Developing FAQs can help preemptively resolve concerns, reduce support queries, and create a foundation for product education materials, including help center articles and internal training.

When to Use Working Backward

The working backward approach is most effective in the following situations:

• Major Releases: When introducing a significant new feature or product that will directly impact customers.
• High-Impact Features: When you need to ensure strong alignment across teams and stakeholders.
• Strategic Roadmap Initiatives: When delivering a feature that is tied to critical business goals.

However, it is less suitable for small experiments or low-risk features where the impact is uncertain.

Benefits of Working Backward

1. Clarity: By starting with the end goal, teams can gain clarity on what success looks like and how to measure it.
2. Alignment: Writing a press release ensures everyone involved in the product development process understands the vision and the expected outcome.
3. Inspiration: Press releases help inspire teams by focusing on customer value, making it easier to get buy-in from stakeholders and motivate the team to deliver.
4. Risk Mitigation: It's easier and less costly to revise a press release than to rework code. Working backward allows teams to spot potential issues early before any development begins.
5. Customer-Centric Focus: The customer letter and FAQ formats reinforce the idea that the product should focus on solving real customer problems, ensuring empathy is maintained throughout the development process.

Key Tips for Writing Press Releases

• Keep it Customer-Focused: Avoid diving into technical details. Focus on the benefits and the problem being solved.
• Iterate: Write a first draft and seek feedback from your team and stakeholders. Use it as a collaborative tool to align everyone’s understanding.
• Seek Help When Needed: If writing isn't your strong suit, collaborate with someone from marketing or another team who has expertise in crafting compelling messages.
• Use Storytelling: Engage your readers by using storytelling techniques that show how the feature or product will improve the customer’s experience.

Conclusion

Working backward is a powerful technique for product managers to align teams, clarify objectives, and maintain a focus on customer value throughout the development process. By starting with the end in mind, you can ensure that the features you develop truly resonate with users and solve their most pressing problems. Whether through a press release, customer letter, or FAQ, this method helps you articulate the vision and ensure successful product launches.