Working Backward: A Reliable Rogue Approach to Clarity and Purpose

The concept of “working backward” may be well-known in product development circles, particularly through Amazon’s celebrated approach of starting with the customer. But its real genius lies in its adaptability, far beyond its origins. It’s a strategy I’ve embraced and expanded upon over years of leading teams, not just to build products but to clarify initiatives, drive alignment, and create actionable momentum across services and internal projects.

Here’s the Reliable Rogue twist: it’s not just for getting products to market. It’s a mindset and methodology to bring purpose to any venture—whether you’re managing an internal team, delivering on a client engagement, or launching an ambitious initiative. Here’s how I’ve made it work across diverse scenarios.

Writing the Press Release First: More Than a Product Exercise

Amazon’s approach to working backward involves writing a press release as if the product already exists. It’s a brilliant shortcut to alignment, stripping away fluff and forcing everyone involved to focus on the customer problem and its solution. When I first learned about it, I saw an opportunity to adapt this practice for my own needs.

The Context: Early in my career, I was leading marketing and business development efforts in a wild west environment—no structured product or product marketing teams, just a lot of cooks in the kitchen. Delays and confusion reigned. That’s when I introduced the press release exercise, but not for external publicity. We used it as a blueprint to align on the value we were delivering and who we were delivering it to.

It worked. Not perfectly, but well enough to expose gaps in our thinking before they became costly problems. The press release became a living document, evolving with the project while serving as a compass to keep us true to our purpose.

Scaling the Method: Internal Projects and Client Engagements

Internal Applications: Later, as Chief of Staff, I extended this concept to internal projects. For every major initiative—whether it was revamping a process or launching a new internal tool—we created a “press release” to serve as our project charter. This was never about perfection or rigid adherence to the plan. Instead, it gave teams a clear picture of success and a shared language for accountability. When discussions drifted, the press release pulled us back to the original intent or prompted us to intentionally redefine it.

Client Engagements: On client teams, the working-backward mindset transformed how we kicked off engagements. We wrote a version of a press release tailored to the client’s goals, articulating the value they sought and the outcomes they envisioned. This document wasn’t for the press but for clarity. It helped us deliver on their vision while maintaining the flexibility to pivot when necessary.

The Benefits: Why It Works

1. Alignment from Day One: Teams—and clients—begin with a shared understanding of the “why.” This reduces friction, minimizes wasted effort, and accelerates decision-making.
2. Purpose-Driven Execution: The press release focuses on value to the end user (internal or external), keeping the work grounded in its impact rather than lost in execution details.
3. A Canary in the Coal Mine: The press release serves as an early warning system for when collaboration begins to drift from its original purpose. By revisiting the press release, teams can have intentional discussions about why the drift is happening. Are there valid reasons for a course change? If so, the press release can be adjusted to reflect new realities, ensuring the whole team—and the end user—are literally keeping on the same page. This proactive approach prevents misalignment and reinforces clarity throughout the project.
4. A Portfolio of Wins: For team members, the press release becomes more than a guiding document—it’s a record of their contributions. Each completed project, engagement, or initiative leaves behind a tangible artifact that showcases the value they helped create. Over time, this collection becomes a portfolio of wins. Team members can point to it as proof of their impact, whether for internal recognition, professional development, or career advancement.
5. A Measure of Success and Longevity: Organizations can use the press release as a benchmark to assess outcomes long after the initial excitement fades. Did the project deliver on its promise? Has the initiative remained impactful, or does it need recalibration? By revisiting the original press release, teams can evaluate whether the final product or solution has endured and lived up to its aspirations—or if it’s time to reimagine it in light of new realities.

Making It Your Own

If you want to adapt this approach, start with these questions:

• Who is the customer? Whether it’s an external user, a client, or your own team, define the audience clearly.
• What problem are we solving? Focus on the pain point and why current solutions fall short.
• What does success look like? Describe the solution in terms of value, not features or processes.
• What’s the emotional hook? This keeps your press release more than a checklist—it’s a rallying cry for the team.

The Long-Term Value of the Press Release

The dual purpose of the press release—guiding execution and fostering reflection—makes it an invaluable tool.

1. Archive and Share Press Releases: Make sure completed project press releases are accessible, whether in a shared knowledge base or individual portfolios. This ensures team members and leaders alike can revisit and leverage them.
2. Schedule Regular Reviews: Periodically revisit press releases, especially for long-term initiatives, to assess ongoing relevance and impact. Use these reviews to decide whether updates or pivots are necessary.
3. Celebrate Outcomes: Use press releases to recognize team achievements. Highlight how the work has met (or exceeded) the expectations set out at the start, reinforcing a culture of purpose and accountability.

In a world of endless task lists and strategic jargon, a simple, well-written press release might just be the rogue tool you need to cut through the noise, get things done, and keep your team—and your purpose—on track for the long haul.

Originally posted at Reliable Rogue: https://reliablerogue.com/2024/12/11/working-backward-a-reliable-rogue-approach-to-clarity-and-purpose/