What is the Working Backwards method?

Working Backwards is Amazon's mechanism for deciding what to build. The team writes the press release and FAQ for the finished product first, then works backward from the customer it describes, which surfaces early whether the idea is worth building at all.

A PRFAQ is a one-page press release plus a list of frequently asked questions, written as though the product had already launched. It is the core artifact of the Working Backwards method.

Who facilitates the workshops?

Amir Elion, who led the AWS Nordics innovation program for three years and ran Working Backwards engagements with enterprise customers across the region before founding Think Big Leaders.

Innovation practice

Working Backwards

Working Backwards is the innovation mechanism clients ask us for most often. Your teams get to see what it means to start from the customer, and how to use this powerful Amazon mechanism to drive customer-centric innovation at scale.

Why it works

When you ask an experienced team who their customer is, you will often hear several different answers. The Working Backwards questions bring out that disagreement in the first hour. The written document, the readout and the experiments that follow keep the team focused on the customer while it builds.

Working Backwards is one of several methods in our innovation practice.

How we run it

PRFAQ workshop: one to two days. Your team writes a press release and FAQ for one of its own initiatives and challenges the draft together in the room.
Innovation sprint: a week, working an opportunity from customer problem to a testable concept.
Multi-month program: the mechanism embedded so your teams run it without us.
Facilitator enablement: training your own people to run it.

The method in full: the five questions · the PRFAQ

Selected work

From these engagements

Amir has significantly helped us structure and focus our development initiatives through the Working Backwards methodology. He quickly understood our organization’s values and priorities, demonstrated great attentiveness, and expertly guided the process forward.

Maja FrankelSecretary General, Friends

Amir has a unique ability to create safe, creative spaces where ideas can flourish. He is an exceptional facilitator — actively listening, summarizing, and skillfully navigating complex discussions.

Magnus LoftssonLicensed Psychologist & Research Manager, Friends

Common questions

What is the Working Backwards method?: Working Backwards is Amazon's mechanism for deciding what to build. The team writes the press release and FAQ for the finished product first, then works backward from the customer it describes, which surfaces early whether the idea is worth building at all.
What is a PRFAQ?: A PRFAQ is a one-page press release plus a list of frequently asked questions, written as though the product had already launched. It is the core artifact of the Working Backwards method.
Who facilitates the workshops?: Amir Elion, who led the AWS Nordics innovation program for three years and ran Working Backwards engagements with enterprise customers across the region before founding Think Big Leaders.