Amazon Steps To Innovation. Working Backwards from the Customer.
Each consists of a one-page “press release” (for an offering that doesn’t even exist and might never be commercialized), a six-page set of FAQs (frequently asked questions that customers can be anticipated to have about the offering, and their straightforward answers), and often a bit more descriptive material, sometimes even a mockup or prototype
- Press Release
Heading — Name the product in a way the reader (i.e. your target customers) will understand.
Sub-Heading — Describe who the market for the product is and what benefit they get. One sentence only underneath the title.
Summary — Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.
Problem — Describe the problem your product solves.
Solution — Describe how your product elegantly solves the problem.
Quote from You — A quote from a spokesperson in your company.
How to Get Started — Describe how easy it is to get started.
Customer Quote — Provide a quote from a hypothetical customer that describes how they experienced the benefit.
Closing and Call to Action — Wrap it up and give pointers where the reader should go next.
Personalized, customizable AI. Intent engine where it figures out what you want even if you don’t know the specific artist or song name for example.
- Descriptive material. Mockup. Prototype.