Bryar and Carr open by explaining Amazon's core methodology — "working backwards" — which requires starting any new project by writing a mock press release and FAQ describing the finished product from the customer's perspective, before any actual development work begins.

Why this approach shapes Amazon's execution:

• Writing the press release first forces teams to clearly articulate the customer benefit and value proposition before investing significant resources, surfacing weak or unclear ideas early
• This customer-first framing is presented as more than a writing exercise — it's a genuine discipline that shapes prioritization and design decisions throughout a project's development
• The authors, both former senior Amazon executives, ground this explanation in direct firsthand experience implementing the process across major Amazon initiatives

This foundational process sets up the more detailed operational mechanics — like the six-page memo — explored in the following chapters.