In this episode, tech and product leader Marcelo Calbucci introduces the PR FAQ framework, a strategic innovation tool developed by Amazon to refine ideas and align teams before execution. The framework—short for “Press Release and Frequently Asked Questions”—encourages organizations to work backward from a vision of success by drafting a press release that outlines the future impact of a product or service, followed by a detailed FAQ section that addresses potential questions. Marcelo emphasizes its value in helping teams deeply understand customer needs, set clear goals, and ensure that ideas are worth pursuing.

Marcelo highlights the framework’s relevance across industries, with a special focus on its use in customer experience. He shares practical examples, including Amazon’s product development process and his own use of the PR FAQ to write a book, demonstrating its versatility. Our discussion also emphasizes the importance of cross-functional collaboration, bringing together departments like engineering, marketing, legal, and customer experience to drive innovation. Marcelo’s book on the PR FAQ serves as a comprehensive guide for professionals looking to implement this approach, offering actionable insights to foster strategic clarity and innovation.