The PR gives the reader the highlights of the customer experience. Why will this new product be compelling enough for customers to take action and buy it? A common question asked by executives when reviewing the product features in the PR is "so what?" If the press release doesn't describe a product that is meaningfully better (faster, easier, cheaper) than what is already out there, or results in some stepwise change in customer experience, then it isn't worth building. Customers are pitched new products constantly.
The primary point of the process is to shift from an internal/company perspective to a customer perspective. And Bill's experience was forged by applying and refining the Working Backwards concept in the early stages of the process that led to the development of every digital media product. Colin was in his tenure as Jeff's shadow when the Working Backwards process was launched and he participated in every Working Backwards review presented to Jeff in the twelve months thereafter. Its principal tool is a second form of written narrative called the PR/FAQ, short for press release/frequently asked questions. Its key tenet is to start by defining the customer experience, then iteratively work backwards from that point until the team achieves clarity of thought around what to build. Working Backwards is a systematic way to vet ideas and create new products. It is so central to the company's success that we used it as the title for our book. Most of Amazon's major products and initiatives since 2004 have one very Amazonian thing in common-they were created through a process called Working Backwards. In this excerpt from "WORKING BACKWARDS: Insights, Stories, and Secrets from Inside Amazon," Bryar and Carr share their experience with the concept of working backwards, going from an idea about how to improve a customer experience all the way through the process that leads only the best ideas to get the green light. So when two former Amazon employees, Colin Bryar and Bill Carr, wrote a book about Amazon's culture, we couldn't wait to share their perspective on how we do what we do best. Amazon culture has many unique ways of operating that help the company move fast and innovate while keeping the customer at the center of everything we do.
0 kommentar(er)
