How to work by working backwards (the Amazon method)

Amazon's "working backwards" approach, inspired by Stephen Covey’s "Habit #2: Begin with the End in Mind," has revolutionized product development by focusing on understanding the customer problem before creating solutions. This method involves crafting a detailed vision, often in the form of a press release, that defines the problem, solution, and customer benefits, allowing teams to align around a shared goal. By emphasizing problem discovery over jumping to solutions, Amazon ensures that products are developed with a clear purpose and customer-centric mindset. Although the approach encourages design thinking and reduces costs by refining ideas early, it also risks premature convergence if not managed carefully under high uncertainty or time pressure. This strategy has contributed to Amazon's success, with products like Amazon Kindle and AWS originating from this method, showcasing its effectiveness in creating innovative solutions by maintaining a strong focus on the end goal.