This exercise forces them to use language that customers understand. Ian McAllister, a former general manager at the company, explains, “If the benefits listed don’t sound very interesting or exciting to customers, then perhaps they’re not (and [the product] shouldn’t be built). Instead, the product manager should keep iterating on the press releas

If you want to discover great products, it really is essential that you get your ideas in front of real users and customers early and often.

Over time, we refined and normalized the specifications for the PR/FAQ. The press release (PR) portion is a few paragraphs, always less than one page. The frequently asked questions (FAQ) should be five pages or less. There are no awards for extra pages or more words. The goal isn’t to explain all the excellent work you have done but rather to shar