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press-release

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Original

English
🇨🇳

Translation

Chinese

Purpose

目的

Create a visionary press release following Amazon's "Working Backwards" methodology to define and communicate a product or feature before building it. Use this to align stakeholders on the customer value proposition, clarify the problem being solved, and test if the product story resonates—treating the press release as a forcing function for clarity and customer-centricity.
This is not a marketing artifact for launch day—it's a planning tool that asks "If we shipped this perfectly, how would we explain it to the world?"
遵循亚马逊的「Working Backwards（反向工作法）」创作前瞻性新闻稿，在产品或功能开发完成前对其进行定义与沟通。以此让利益相关方就客户价值主张达成共识，明确要解决的问题，并验证产品故事是否能引起共鸣——将新闻稿作为提升清晰度与客户中心思维的强制工具。
这并非发布日的营销物料，而是一种规划工具，它提出的问题是：「如果我们完美交付了这款产品，我们会如何向全世界介绍它？」

Key Concepts

核心概念

The Amazon Working Backwards Framework

亚马逊反向工作法框架

Popularized by Amazon, the Working Backwards process starts with a press release and FAQ before any code is written. The press release must:
  • Be written from the customer's perspective
  • Focus on the problem solved, not the features built
  • Be short (1-1.5 pages)
  • Be compelling enough that customers would want the product
由亚马逊推广的反向工作法流程，要求在编写任何代码前先完成新闻稿和FAQ的撰写。新闻稿必须：
  • 从客户视角撰写
  • 聚焦于解决的问题，而非开发的功能
  • 篇幅简短（1-1.5页）
  • 足够有吸引力，让客户产生对产品的需求

Press Release Structure

新闻稿结构

A standard press release follows this format:
  1. Headline: Clear, benefit-focused product announcement
  2. Dateline: City, state, date
  3. Introduction paragraph: What's being launched, who it's for, key benefit
  4. Problem paragraph: Customer problem the product solves
  5. Solution paragraph: How the product addresses the problem (outcomes, not features)
  6. Quote from company leader: Vision, customer commitment
  7. Additional details: Supporting benefits or data
  8. Boilerplate: Company background
  9. Call to action: How to learn more
  10. Media contact: Press contact information
标准新闻稿遵循以下格式：
  1. 标题：清晰、以收益为核心的产品公告
  2. 发稿地点与日期：城市、州、日期
  3. 引言段落：发布的内容、目标用户、核心收益
  4. 问题段落：产品要解决的客户痛点
  5. 解决方案段落：产品如何解决问题（聚焦成果，而非功能）
  6. 公司领导人引言：阐述愿景与客户承诺
  7. 补充细节：支撑性收益或数据
  8. 公司简介：企业背景信息
  9. 行动号召：了解更多信息的途径
  10. 媒体联系方式：新闻联络信息

Why This Works

该方法的优势

  • Customer-first thinking: Forces you to articulate value from the customer's perspective
  • Clarity forcing function: If you can't write a compelling press release, the product idea may be weak
  • Alignment tool: Stakeholders can read and react to the vision before engineering starts
  • Decision filter: If a feature wouldn't make it into the press release, question its priority
  • 客户优先思维：迫使你从客户视角阐述价值
  • 清晰度强制工具：如果无法写出有吸引力的新闻稿，说明产品构想可能存在缺陷
  • 对齐工具：利益相关方可在开发启动前阅读并反馈对愿景的看法
  • 决策过滤器：如果某项功能无法纳入新闻稿，需重新审视其优先级

Anti-Patterns (What This Is NOT)

反模式（该方法的禁忌）

  • Not feature-centric: Don't list specs—focus on customer outcomes
  • Not internal jargon: Write for customers, not engineers
  • Not vague: "Revolutionizes productivity" is fluff; "Reduces report generation time from 8 hours to 10 minutes" is real
  • Not marketing spin: Be honest about what the product does
  • 勿以功能为核心：不要罗列规格参数，要聚焦客户成果
  • 勿使用内部术语：为客户撰写，而非面向工程师
  • 勿模糊笼统：「彻底革新生产力」是空话；「将报告生成时间从8小时缩短至10分钟」才是具体成果
  • 勿使用营销噱头：如实描述产品功能

When to Use This

适用场景

  • Defining a new product or major feature
  • Aligning stakeholders on vision before development
  • Testing if a product idea is compelling
  • Pitching to execs or securing buy-in
  • 定义新产品或重大功能
  • 开发前让利益相关方就愿景达成共识
  • 验证产品构想是否有吸引力
  • 向高管提案或争取支持

When NOT to Use This

不适用场景

  • For trivial features (don't over-engineer small tweaks)
  • After you've already built the product (too late)
  • As actual launch-day press release (this is a planning doc, not final marketing copy)
  • 针对微小功能（无需对小调整过度设计）
  • 产品已开发完成后（为时已晚）
  • 作为发布日的正式新闻稿（这是规划文档，而非最终营销文案）

Application

实践指南

Use 
template.md
for the full fill-in structure.
使用
template.md
获取完整的填空式结构。

Step 1: Gather Context

步骤1：收集背景信息

Before drafting, ensure you have:
  • Product/feature description: What are you building?
  • Target customer/persona: Who is this for? (reference 
    skills/proto-persona/SKILL.md
    )
  • Problem statement: What customer problem does this solve? (reference 
    skills/problem-statement/SKILL.md
    )
  • Key benefits: What outcomes does it deliver?
  • Competitive context: How is this different from alternatives? (reference 
    skills/positioning-statement/SKILL.md
    )
  • Company mission/values: How does this fit the company's vision?
If missing context: Run discovery, define the problem statement, or clarify positioning first.
开始撰写前，确保你已准备好：
  • 产品/功能描述：你要开发什么？
  • 目标客户/用户画像：面向谁？（参考
    skills/proto-persona/SKILL.md
    ）
  • 问题陈述：产品要解决什么客户痛点？（参考
    skills/problem-statement/SKILL.md
    ）
  • 核心收益：能带来什么成果？
  • 竞争背景：与竞品有何不同？（参考
    skills/positioning-statement/SKILL.md
    ）
  • 公司使命/价值观：该产品如何契合公司愿景？
若缺少背景信息：先开展调研，明确问题陈述，或厘清定位。

Step 2: Draft the Headline

步骤2：撰写标题

Create a clear, benefit-focused headline:
markdown
"[Product/Feature Name] by [Company] Aims to [Main Benefit/Goal]"
Quality checks:
  • Benefit-focused: Does it say what the customer gets, not just what you built?
  • Specific: "Aims to simplify workflows" is vague; "Aims to cut invoice processing time by 60%" is specific
  • Memorable: Can someone repeat this headline in a conversation?
Examples:
  • ✅ "Acme Workflows Launches Invoice Automation to Cut Processing Time by 60% for Small Businesses"
  • ❌ "Acme Launches New Product with AI Features"
创作清晰、以收益为核心的标题：
markdown
"[产品/功能名称] 由[公司名称]推出，旨在[核心收益/目标]"
质量检查：
  • 以收益为核心：是否说明客户能获得什么，而非仅说明你开发了什么？
  • 具体明确：「旨在简化工作流程」过于模糊；「旨在将发票处理时间缩短60%」则具体清晰
  • 易于记忆：他人能否在对话中复述该标题？
示例：
  • ✅ "Acme Workflows 推出发票自动化功能，为小企业将处理时间缩短60%"
  • ❌ "Acme 推出搭载AI功能的新产品"

Step 3: Write the Dateline and Introduction

步骤3：撰写发稿地点与日期及引言

markdown
[City], [State], [Country], [Date] —

Today, [Company], a [type of organization], announced [key news], a [brief description]. This [product/feature] is set to [main benefit], addressing [key customer problem].
Quality checks:
  • Concise: 2-3 sentences max
  • Customer problem mentioned: Don't jump to solution—name the problem first
markdown
[城市], [州], [国家], [日期] —

今日，[公司名称]（一家[企业类型]）宣布推出[核心新闻]，即[简要描述]。这款[产品/功能]将[核心收益]，解决[关键客户痛点]。
质量检查：
  • 简洁凝练：最多2-3句话
  • 提及客户痛点：不要直接跳到解决方案，先点明问题

Step 4: Explain the Problem

步骤4：阐述问题

markdown
[Product/feature] solves [specific customer problem]. According to [source or customer insight], [supporting data or quote that validates the problem].
Quality checks:
  • Specific problem: Not "inefficiency" but "manual invoice processing takes 8 hours per month"
  • Validated: Include data, customer quotes, or research to prove the problem is real
markdown
[产品/功能] 解决了[具体客户痛点]。根据[来源或客户洞察]，[支撑数据或引言，验证问题的真实性]。
质量检查：
  • 具体问题：不要说「工作流程低效」，而要说「手动发票处理每月耗时8小时」
  • 有依据：包含数据、客户引言或调研结果，证明问题真实存在

Step 5: Describe the Solution (Outcome-Focused)

步骤5：描述解决方案（聚焦成果）

markdown
[Product/feature] addresses this by [how it solves the problem—focus on outcomes]. [Quote from company leader]: "[Insert quote that emphasizes customer value, not features]."
Quality checks:
  • Outcome-first: "Reduces processing time" not "includes OCR technology"
  • Quote is visionary: Should reflect customer empathy and company values
markdown
[产品/功能] 通过[解决问题的方式——聚焦成果]来应对这一痛点。[公司领导人引言]：「[插入聚焦客户价值而非功能的引言]」
质量检查：
  • 成果优先：要说「缩短处理时间」而非「包含OCR技术」
  • 引言具前瞻性：应体现客户同理心与公司价值观

Step 6: Add Supporting Details

步骤6：补充细节

markdown
In addition to [key benefit], [product/feature] also [additional benefits]. According to [statistic or source], [supporting data].
Quality checks:
  • Data-driven: Use numbers where possible (time savings, cost reduction, etc.)
  • Customer-centric: Still focused on "what they get," not "what we built"
markdown
除了[核心收益]，[产品/功能]还能[额外收益]。根据[统计数据或来源]，[支撑数据]。
质量检查：
  • 数据驱动：尽可能使用量化数据（如时间节省、成本降低等）
  • 以客户为中心：仍需聚焦「客户能获得什么」，而非「我们开发了什么」

Step 7: Include Boilerplate

步骤7：添加公司简介

markdown
[Company], founded in [year], is a [type of company] known for [main products/services]. With a focus on [company mission or values], [Company] has [achievements or milestones].
markdown
[公司名称] 成立于[年份]，是一家[企业类型]，以[核心产品/服务]闻名。秉持[公司使命或价值观]，[公司名称]已取得[成就或里程碑]。

Step 8: Add Call to Action and Media Contact

步骤8：添加行动号召与媒体联系方式

markdown
For more information about [product/feature], visit [website] or contact [media contact name] at [contact info].

**Media Contact Information:**
[Name]
Title: [Title]
Phone: [Phone]
Email: [Email]
markdown
如需了解[产品/功能]的更多信息，请访问[网站]或联系[媒体联系人姓名]，联系方式为[联系信息]。

**媒体联系方式：**
[姓名]
职位：[职位]
电话：[电话]
邮箱：[邮箱]

Step 9: Test the Press Release

步骤9：测试新闻稿

Ask these questions:
  1. Would a customer care? If you sent this to a target customer, would they want to learn more?
  2. Is the problem clear? Can someone who's never heard of your product understand the pain point?
  3. Are benefits measurable? Can you prove the claims (time savings, cost reduction, etc.)?
  4. Is it jargon-free? Could your mom understand it?
  5. Does it pass the "so what?" test? If someone reads this and says "so what?" you haven't articulated value.
If any answer is "no," revise.
思考以下问题：
  1. 客户是否关心？ 若将此发送给目标客户，他们是否想要了解更多？
  2. 问题是否清晰？ 从未听说过该产品的人能否理解痛点？
  3. 收益是否可衡量？ 你能否证明这些主张（如时间节省、成本降低等）？
  4. 是否无专业术语？ 你的母亲能否理解内容？
  5. 能否通过「那又怎样？」测试？ 若有人读完后说「那又怎样？」，说明你未清晰阐述价值。
若任何问题的答案为「否」，则需修改。

Examples

示例

See 
examples/sample.md
for full press release examples.
Mini example excerpt:
markdown
**Headline:** "Acme Launches SmartInvoice to Cut Processing Time by 60%"
**Problem:** Small businesses spend 8 hours/month on manual invoices
**Solution:** Automates extraction and approvals to save time
查看
examples/sample.md
获取完整的新闻稿示例。
迷你示例节选：
markdown
**标题：** "Acme 推出SmartInvoice，将处理时间缩短60%"
**问题：** 小企业每月花费8小时处理手动发票
**解决方案：** 自动化提取与审批流程以节省时间

Common Pitfalls

常见误区

Pitfall 1: Feature List Instead of Benefits

误区1：罗列功能而非收益

Symptom: "Includes AI, ML, OCR, NLP, and real-time sync"
Consequence: Customers don't care about features—they care about outcomes.
Fix: Translate features to benefits: "AI-powered automation reduces invoice processing time by 60%."
表现： "包含AI、ML、OCR、NLP及实时同步功能"
后果： 客户不关心功能，只关心成果。
修正： 将功能转化为收益："AI驱动的自动化将发票处理时间缩短60%"。

Pitfall 2: Vague Problem Statement

误区2：模糊的问题陈述

Symptom: "Solves inefficiency in workflows"
Consequence: No one recognizes themselves in this problem.
Fix: Be specific: "Small business owners spend 8 hours/month manually entering invoice data."
表现： "解决工作流程低效问题"
后果： 没人能在该问题中找到自己的影子。
修正： 具体化："小企业主每月花费8小时手动录入发票数据"。

Pitfall 3: Jargon-Heavy Language

误区3：充斥专业术语

Symptom: "Leverages cutting-edge ML models to optimize enterprise-grade workflows"
Consequence: Customers can't understand what you're saying.
Fix: Write like you're explaining it to a friend: "Automatically handles invoices so you don't have to."
表现： "利用前沿ML模型优化企业级工作流程"
后果： 客户无法理解你要表达的内容。
修正： 像给朋友解释一样撰写："自动处理发票，无需你手动操作"。

Pitfall 4: Generic Executive Quote

误区4：通用的高管引言

Symptom: "We're excited to bring innovation to market"
Consequence: Quote adds no value. Could apply to any product.
Fix: Make it customer-focused: "Business owners shouldn't spend weekends processing invoices—they should spend that time with family."
表现： "我们很兴奋能将创新推向市场"
后果： 该引言毫无价值，适用于任何产品。
修正： 聚焦客户："企业主不应在周末处理发票——他们应该把时间花在家人身上"。

Pitfall 5: No Data or Validation

误区5：无数据或验证

Symptom: "Customers will love this revolutionary new solution"
Consequence: Unsubstantiated claims = marketing fluff.
Fix: Add data: "Beta users saved an average of 5 hours per month" or "68% of SMBs cite invoice processing as their top admin burden."
表现： "客户会爱上这款革命性的新解决方案"
后果： 无依据的主张只是营销空话。
修正： 添加数据："测试用户每月平均节省5小时"或"68%的中小企业将发票处理列为首要行政负担"。

References

参考资料

Related Skills

相关技能

  • skills/problem-statement/SKILL.md
    — Defines the customer problem the press release highlights
  • skills/positioning-statement/SKILL.md
    — Informs the differentiation and value proposition
  • skills/proto-persona/SKILL.md
    — Defines the target customer mentioned in the press release
  • skills/jobs-to-be-done/SKILL.md
    — Informs the customer benefits and outcomes
  • skills/problem-statement/SKILL.md
    — 定义新闻稿中强调的客户问题
  • skills/positioning-statement/SKILL.md
    — 为差异化定位与价值主张提供依据
  • skills/proto-persona/SKILL.md
    — 定义新闻稿中提及的目标客户
  • skills/jobs-to-be-done/SKILL.md
    — 为客户收益与成果提供依据

External Frameworks

外部框架

  • Amazon's Working Backwards process — Origin of the press release-first methodology
  • Ian McAllister's Quora answer on Amazon's press release template (2012) — Widely cited explanation
  • Colin Bryar & Bill Carr, Working Backwards (2021) — Book on Amazon's product development process
  • 亚马逊反向工作法 — 新闻稿优先方法论的起源
  • Ian McAllister于2012年在Quora上关于亚马逊新闻稿模板的回答 — 被广泛引用的解释
  • Colin Bryar & Bill Carr，《Working Backwards》（2021） — 关于亚马逊产品开发流程的著作

Dean's Work

Dean的工作

  • Visionary Press Release Prompt (inspired by Amazon's Working Backwards methodology)
  • 前瞻性新闻稿提示词（受亚马逊反向工作法启发）

Provenance

来源

  • Adapted from 
    prompts/visionary-press-release.md
    in the 
    https://github.com/deanpeters/product-manager-prompts
    repo.
Skill type: Component Suggested filename: 
press-release.md
Suggested placement: 
/skills/components/
Dependencies: References 
skills/problem-statement/SKILL.md
, 
skills/positioning-statement/SKILL.md
, 
skills/proto-persona/SKILL.md
, 
skills/jobs-to-be-done/SKILL.md
  • 改编自
    https://github.com/deanpeters/product-manager-prompts
    仓库中的
    prompts/visionary-press-release.md
    。
技能类型： 组件 建议文件名： 
press-release.md
建议存放位置： 
/skills/components/
依赖项： 参考
skills/problem-statement/SKILL.md
、
skills/positioning-statement/SKILL.md
、
skills/proto-persona/SKILL.md
、
skills/jobs-to-be-done/SKILL.md