Amazon's Key to Success? Planning Backwards
A defining characteristic of its "customer first" mindset, is that the company "plans backwards" by thinking of the products eventual press release and working from there. Amazon project lead Ian McAllister helps explains on a Quora thread:
For new initiatives a product manager typically starts by writing an internal press release announcing the finished product. The target audience for the press release is the new/updated product's customers, which can be retail customers or internal users of a tool or technology. Internal press releases are centered around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions.Starting with the end keeps the team focused on the end goal and assures that whatever is created will be exciting to those outside the company.
If the benefits listed don't sound very interesting or exciting to customers, then perhaps they're not (and shouldn't be built).
Photo credit: iStock photo.
Sean Blanda is the associate editor and producer of 99u.com.