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How to write an Amazon PR/FAQ in six steps

The Working Backwards process, from customer problem to final draft

Process showing six steps to write an Amazon PR/FAQ: pick the customer, write the press release, draft both FAQs, list assumptions, iterate.
Write the press release before the FAQs, and list your assumptions before you circulate. Source: Colin Bryar and Bill Carr, Working Backwards
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The six steps of the Amazon Working Backwards PR/FAQ, from choosing one customer and problem to circulating and rewriting the draft. Use it as a checklist when you write a PR/FAQ for a new product idea. The assumptions step is where customer interviews fit: each belief in the document becomes a claim you can test before you build. Koji runs those interviews with an AI interviewer.

Where this appears

What's in this process

  1. Pick the customer and problem: One specific customer, one main problem.
  2. Write the press release first: One page, dated at launch. Lead with the benefit.
  3. Draft the customer FAQs: Price, differentiation, how to start.
  4. Draft the internal FAQs: Market size, economics, risks.
  5. List your assumptions: Write each belief as a testable claim.
  6. Circulate and iterate: Expect many drafts. Strengthen or kill the idea.

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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:

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<a href="https://www.koji.so/visuals/pr-faq-working-backwards-steps"><img src="https://www.koji.so/visuals/pr-faq-working-backwards-steps/pr-faq-working-backwards-steps.png" alt="Process showing six steps to write an Amazon PR/FAQ: pick the customer, write the press release, draft both FAQs, list assumptions, iterate." width="1200" height="884" /></a>
<p>Source: <a href="https://www.koji.so/visuals/pr-faq-working-backwards-steps">How to write an Amazon PR/FAQ in six steps</a>, Koji</p>

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