The PR/FAQ Product Validation

"We're going to start with what's best for the customer and then come backward from there." — Bill Carr

What It Is

A product development process that starts with the customer by writing a Press Release and FAQ documents before any coding begins. This ensures the product solves a real customer problem and forces clarity of thought.

When To Use

At the very beginning of product development
Before allocating engineering resources
When validating new product ideas
To prevent "solution in search of a problem" failures

The Document Structure

┌──────────────────────────────────────────────────────┐
│  PRESS RELEASE (1 page)                              │
│  Written as if product already launched              │
├──────────────────────────────────────────────────────┤
│  • Headline: Name the product and customer benefit   │
│  • Subhead: Who is the customer and what they gain   │
│  • Problem: What problem does this solve?            │
│  • Solution: How does the product address it?        │
│  • Leader Quote: Why this matters strategically      │
│  • Customer Quote: How a customer describes benefit  │
│  • Call to Action: What should reader do next?       │
└──────────────────────────────────────────────────────┘

┌──────────────────────────────────────────────────────┐
│  FAQ (2-5 pages)                                     │
├──────────────────────────────────────────────────────┤
│  EXTERNAL FAQ (Customer questions):                  │
│  • How do I use this?                                │
│  • What does it cost?                                │
│  • How is it different from alternatives?            │
│                                                      │
│  INTERNAL FAQ (Feasibility questions):               │
│  • How hard is this to build?                        │
│  • What are the dependencies?                        │
│  • How do we measure success?                        │
└──────────────────────────────────────────────────────┘

How To Apply

STEP 1: Define Customer Problem
└── Who is the customer?
└── What is their struggling moment?

STEP 2: Draft Future Press Release
└── Write as if it's launch day
└── Be specific, not hyperbolic

STEP 3: Draft FAQs
└── External: Customer perspective
└── Internal: Feasibility reality check

STEP 4: Concentric Circle Review
└── Start with small trusted group
└── Expand to broader leadership
└── Iterate based on feedback

STEP 5: Leadership Approval
└── Get resources only after validation

Common Mistakes

❌ Using hyperbole/marketing fluff instead of factual descriptions

❌ Writing it as a real external PR rather than internal validation

❌ Skipping the iterative review process

Real-World Example

AWS and Prime Video were both defined via PR/FAQs before they existed. The Fire Phone is cited as a failure where the process may have been overridden or the problem wasn't validated.

Source: Bill Carr, Co-author of "Working Backwards", Lenny's Podcast