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

by Colin Bryar

The creation of the PR/FAQ starts with the person who originated either the idea or the project writing a draft. When it’s in shareable condition, that person sets up a one-hour meeting with stakeholders to review the document and get feedback. At the meeting, they distribute the PR/FAQ in either soft or hard copy, and everyone reads it to themselves. When they have finished, the writer asks for general feedback. The most senior attendees tend to speak last, to avoid influencing others. Once everyone has given their high-level responses, the writer asks for specific comments, line by line, paragraph by paragraph. This discussion of the details is the critical part of the meeting. People ask hard questions. They engage in intense debate and discussion of the key ideas and the way they are expressed. They point out things that should be omitted or things that are missing. After the meeting, the writer distributes meeting minutes to all the attendees, including notes on the feedback. Then they get to work on the revision, incorporating responses to the feedback. When it is polished, they present it to the executive leaders in the company. There will be more feedback and discussion. More revision and more meetings may be required.