Sprint Assignment 14: Press Release Final Draft (18.04.2021)

The final press release will be based on what Ian McAllister, Director of Amazon, has written as instructions for product development and product management approach. 

"There is an approach called "working backwards" that is widely used at Amazon. We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it. While working backwards can be applied to any specific product decision, using this approach is especially important when developing new products or features.

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 centred around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions.

If the benefits listed don't sound very interesting or exciting to customers, then perhaps they're not (and shouldn't be built). Instead, the product manager should keep iterating on the press release until they've come up with benefits that actually sound like benefits. Iterating on a press release is a lot less expensive than iterating on the product itself (and quicker!)."


An outline for the press release should contain the following: 

  • 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.

  • A press release should be one page and a half max. If it's more than that it's too long. Keep it simple and cut out the fat. 3-4 sentences max per paragraphs. 

    You can accompany the press release with a FAQ that answers all of the other business or execution questions so the press release can stay focused on what the customer gets. My rule of thumb is that if the press release is hard to write, then the product is probably going to suck. Keep working at it until the outline for each paragraph flows.

    Try to write the press release like how you would answer during an interview. Imagine you are answering and explaining a product to a talk show host and not to a fellow co-worker. This should help the team to focus on what is important and not to build stuff that is not relevant. 

    Submit on group discussion forums as usual.