In the end, what turned out to work best was relying on the core Amazon principle of customer obsession and a simple yet flexible way of writing narrative documents. These two elements form the Working Backwards process—starting from the customer experience and working backwards from that by writing a press release that literally announces the product as if it were ready to launch and an FAQ anticipating the tough questions. While this next section describes the evolution of Working Backwards as seen through the experience of the digital team, a handful of other teams went through a similar
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