PRESENTS
Working Backwards PR FAQ Method
Master the Proven Amazon Method to Innovate and Build Customer-Obsessed Products and Services. Includes 2 Hours of Lessons and Powerful Resources!
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BY THE END OF THIS COURSE, YOU WILL BE ABLE TO:
- Learn how to apply the Amazon Working Backwards PR FAQ method to any product, service, or process.
- Write a compelling Press Release that clearly defines the customer, the problem, and the value of your solution.
- Anticipate challenges and align stakeholders with well-written Frequently Asked Questions (FAQs).
- Conduct effective PR FAQ review meetings that drive truth-seeking discussions and smart decisions.
- Create an innovation funnel (not a tunnel) to help you identify and select the best, highest-impact ideas.
HERE’S WHAT THE ON-DEMAND TRAINING WILL COVER:
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Lesson 1: Introduction to the Course
An overview of the Working Backwards Press Release (PR) and Frequently Asked Questions (FAQ) process. -
Lesson 2: Origins of the Working Backwards Method
Discover the origins of the Working Backwards PR FAQ process, how it was created at Amazon, and why it remains the company’s most powerful tool for innovation. -
Lesson 3: The Press Release - Your Customer-Centric Vision
Master the heart of the method: how to write a press release that defines your vision, captures the customer’s excitement, and forces clarity of thought. -
Lesson 4: The FAQs
Anticipate external questions from customers, the press, and internal stakeholders, including each member of the C-Suite. Seek truth using this detail-oriented approach to new product innovation. -
Lesson 5: Conducting Effective PR FAQ Meetings and Reviews
Run effective meetings that surface insights, essential questions to be addressed, and engage in debate and discussion based on detailed plans. -
Lesson 6: Making the Decision
Use the PR FAQ process to determine what to build, what not to do, and how to prioritize your highest-impact opportunities. -
Lesson 7: Going Slow to Move Fast
Understand how the PR FAQ process prioritizes velocity over speed, how it complements other product development methods, and why it accelerates success. -
Lesson 8: Conclusion
Tie it all together and get started utilizing the Amazon Working Backwards PR FAQ successfully in your business.
Our 30-Day Money Back Guarantee: If within 30 days, you are unsatisfied with your purchase for any reason, simply request a refund using the form at the bottom of this page and you’ll receive a full refund, no questions asked.
YOU’LL ALSO RECEIVE:
Press Release Template & Example:
A plug-and-play format to get you writing compelling PRs in under an hour.
FAQ Library:
Sample questions and structured guidance to anticipate both internal and external challenges.
Customer Problem Worksheet:
Step-by-step prompts to precisely define and quantify your customer’s pain points.
PR FAQ Evaluation Criteria:
A checklist to help you determine if your draft meets Amazon’s standards of clarity, customer obsession, and rigor.
Review Meeting Playbook:
A framework to run six-page PR FAQ meetings that surface the truth and lead to clear outcomes.
Get Direct Guidance from Colin & Bill With Monthly Q&A Calls
Avoid getting stumped on how to utilize the Working Backwards PR FAQ in your company and see results by asking Colin and Bill your most pressing questions each month. With monthly Q&A calls exclusively for participants of PR FAQ Mastery and other Working Backwards courses, you'll get the answers you need and gain a more thorough understanding through the questions of others going through the training.
These monthly calls offer two time slots to accommodate members in all countries, and recordings are available afterward.
For plans with more than 30 users, you can also request monthly Q&A calls for just your company to be added to your quote.
JOIN A COMMUNITY OF LIKE-MINDED
PROFESSIONALS
In addition to the direct access to Colin and Bill via the monthly Q&A calls, you can also interact with them and your peers who are also going through PR FAQ Mastery in the exclusive Working Backwards Forum. You can discuss the training, share your input metrics, discover what others are using, and get additional guidance between calls.
For plans with more than 30 users, you can also request your own private forum for your company.
WHY LEARN ABOUT THE PR FAQ PROCESS FROM US?
Colin Bryar
Joined Amazon in 1998 — four years after its founding — and spent the next 12 years as part of Amazon’s senior leadership team as Amazon grew from a domestic (US-only) seller of books to a global, multi-dimensional powerhouse and innovator. For two of his years at Amazon, Colin was “Chief of Staff” to Jeff Bezos, AKA “Jeff’s shadow”, during which he spent each day attending meetings, traveling with, and discussing business and life with Jeff. After Amazon, he and his family relocated to Singapore for two years where Colin served as Chief Operating Officer of e-commerce company RedMart, which was subsequently sold to Alibaba. Colin is co-founder of Working Backwards LLC where he coaches executives at both large and early-stage companies on how to implement the management practices developed at Amazon.
Bill Carr
Joined Amazon in 1999 and spent more than 15 years with the company. As Vice President of Digital Media, Bill launched and managed the company’s global digital music and video businesses, including Amazon Music, Prime Video, and Amazon Studios. After Amazon, Bill was an Executive In Residence with Maveron, LLC, an early-stage, consumer-only venture capital firm. Bill later served as the Chief Operating Officer of OfferUp, the largest mobile marketplace for local buyers and sellers in the U.S. Today Bill is co-founder of Working Backwards LLC where he coaches executives at both large and early-stage companies on how to implement the management practices developed at Amazon.
THE VALUE OF PR FAQ MASTERY:
PR FAQ Mastery PACKAGES:
BUY FOR team
(Up to 30 Users)
BONUS: Get 2 Hours of Consulting With Colin AND/OR BILL
$4,999
Our 30-Day Money Back Guarantee:
If within 30 days, you are unsatisfied with your purchase for any reason, simply request a refund using the form at the bottom of this page and you’ll receive a full refund, no questions asked.
FREQUENTLY ASKED QUESTIONS
Can my company reimburse this course?
Many companies support professional development. Check with your HR or finance department about tuition reimbursement or professional development budgets.
Can I pay via purchase order (PO)?
Yes, we accept payments via PO for corporate enrollments. Contact our support team for assistance with processing.
Is this only for product managers?
No. The PR FAQ works for any new initiative: products, services, processes, internal projects, B2C or B2B, tech or non-tech.
What specific outcomes can I expect?
You’ll gain the skills and tools to:
- Write a press release that defines the customer problem and solution.
- Create FAQs that anticipate risks and align stakeholders.
- Run effective PR FAQ reviews that drive clear decisions.
Is this course applicable to my industry?
Yes. The PR FAQ framework has been applied to retail, e-commerce, finance, technology, media, HR, operations, and more.
Will I receive a certificate for taking the course?
Yes, participants who complete the course will receive a certificate that can be added to LinkedIn.
What is the time commitment?
The course contains approximately 1 hour and 35 minutes worth of lessons and several hours of offline homework to complete a Press Release and FAQ. You can go at your own pace.