Working Backwards is a process that starts with the customer. Most Product teams are already customer focused. However, the big difference with Working Backwards is that only clear, compelling product visions get implemented and launched. The Working Backwards process accelerates the discussion around key concepts relating to product outcomes, including minimum scope, product market fit, target customer, value proposition, product positioning, pricing and addressable market.
The first step in the Working Backwards process is to imagine the end result of the product and write a Press Release and FAQ (PRFAQ) that announces the launch to the world. Writing the Press Release forces you to describe the solution from the perspective of the customer and why they should care.
Assuming that the Press Release is believable and compelling, the second step is to figure out potential approaches to the solution. The PRFAQ is deliberately vague on the technical details of the solution. This is where the engineering team contributes in terms of what is possible. There is a natural tension between technical constraints, timelines and the product vision imagined in the PRFAQ. Often, the more ambitious the product vision is in the PR, the more compelling the product becomes to build. However, this puts the pressure on the engineering team to deliver a workable solution. The engineering team might need to invent new technical solutions that help achieve the product vision.
Once the solution is agreed, the details can be specified and the development work can start. When the product is ready to launch the good news is that some of the work has already been done in terms of how to communicate the benefits to the target customer.
Throughout the process of discovery, implementation and delivery the goal is to continue to validate the solution with the customer to improve product market fit before launch and increase the chances of a positive outcome for the product. Customer validation can include customer interviews and presentations, walking customers through design mocks, onboarding customers to beta programs and joint go to market planning.
Working Backwards increases the chances of positive outcomes by forcing deeper thinking about the ‘why’ before committing new products and features to the roadmap.
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