Book · ~350 pages

Working Backwards: Insights, Stories, and Secrets from Inside Amazon

Colin Bryar, Bill Carr · St. Martin's Press Paid Intermediate

Two former Amazon VPs explain the PR/FAQ method: writing the press release before you build anything, for far more initiatives than you'd expect to warrant one. It's a concrete way to live out your short answer, because if you draft a mini press release for every feature, integration, or case study, you naturally start treating each one as launch-worthy instead of saving up for a 'real' launch.

  • Amazon writes a press release before building, for far more things than you'd expect to warrant one.
  • The PR/FAQ habit forces you to articulate why any given change is worth telling customers about.
  • Applying this to small changes, not just big ones, is what turns launching into a habit.
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The question it answers

  1. How often should I be launching, is once a quarter too much?

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