# PR/FAQ: [product or feature]

> Working-backwards document – write the press release before writing
> code. If the announcement isn't compelling, the product isn't.
> Convention from Amazon's working-backwards process.

| Field | Value |
|-------|-------|
| Product | [name] |
| Author | @name |
| Date | YYYY-MM-DD |
| Status | Draft / Reviewed / Approved |

## Press release

**FOR IMMEDIATE RELEASE**

**Headline**: [Product] lets [customer] [do the thing] –
one sentence a headline writer would keep.

**Subheading**: who it is for and why they care.

**[City], YYYY-MM-DD** – [Company] today announced [product], which
lets [customer] [capability]. [One paragraph: the problem in the
customer's words, stated plainly.]

"[Quote from a customer – their words about their problem, not your
technology]," said [customer name/role].

[One paragraph: how the product works, from the customer's point of
view. No architecture, no internals.]

"[Quote from the product owner – the why, not the roadmap]," said
@name.

[Closing: availability, price summary, where to learn more.]

## FAQ – customer questions

- **How much does it cost?** [answer]
- **How do I get started?** [answer]
- **What happens to my existing [workflow/data]?** [answer]
- **What are the limits?** [answer honestly]

## FAQ – internal questions (the hard ones)

- **Why now, not later?** [answer]
- **What is the smallest version that ships?** [answer]
- **What does this cannibalize?** [answer]
- **What could make this fail?** [answer]
- **What do we need that we don't have?** [answer]