Working Backwards: 8 key ideas
The core ideas of Working Backwards, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
Start with the customer
Bryar and Carr, two former Amazon executives, explain how the company works backwards from customer needs.
Instead of starting with an idea or technology, teams begin by imagining the customer experience and then decide what to build.
- IDEA 2 OF 8
Write the press release first
Amazon teams write a PR/FAQ, a mock press release and set of questions, before building a product.
This forces clarity about customer benefits. The authors say that if the team cannot write an exciting press release, the product probably needs more thought.
- IDEA 3 OF 8
Narratives replace slides
Amazon replaced slide presentations with six-page written narratives, read silently at the start of meetings.
Writing forces clear thinking. The authors say this gives everyone time to read and think, so the discussion that follows is better informed.
- IDEA 4 OF 8
Hire with bar raisers
Amazon uses bar raisers, experienced interviewers from outside the hiring team, to maintain high standards.
They can veto hires. The authors say that such a person has no interest in filling the job quickly, and this helps to keep the team honest.
- IDEA 5 OF 8
Give teams a single leader
Amazon uses single-threaded leaders, people who focus on one project without other duties.
This improves accountability. The authors say that having one person fully responsible for a project means there is no confusion about who must act.
- IDEA 6 OF 8
Measure inputs, not just outputs
The authors explain that Amazon focuses on input metrics, the actions that drive results, rather than only outputs like revenue.
Inputs can be controlled. For example, a team can control how many products it offers, which can lead to more sales, but it cannot directly control revenue.
- IDEA 7 OF 8
Principles guide decisions
Amazon's leadership principles, such as customer obsession and ownership, guide everyday decisions.
They shape culture. In the authors' account, these principles give employees a common language so they can make choices without asking a manager each time.
- IDEA 8 OF 8
Think long term
The authors describe Amazon's willingness to invest for the long term.
Patience allowed new businesses to grow. The authors say that this patience gave new ideas time to work, even when they did not make money in the first years.
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