The PR gives the reader the highlights of the customer experience. The FAQ provides all the salient details of the customer experience as well as a clear-eyed and thorough assessment of how expensive and challenging it will be for the company to build the product or create the service. That’s why it’s not unusual for an Amazon team to write ten drafts of the PR/FAQ or more, and to meet with their senior leaders five times or more to iterate, debate, and refine the idea.
