Building a Product with a Press Release

At Amazon, they say the first step to building a product is writing the press release. The product simply becomes what’s promised in that release. The structure of a good product mirrors the structure of a good press release. So, what makes a great press release? 1/ What is it? Why is it so special? Why should anyone care? 2/ Who is it for? Who benefits from this, and why? 3/ Scale: 5x better, 50% cheaper, or a 40,000-person waitlist. Numbers matter. 4/ What was impossible before that is possible now? Why now? What changed? 5/ Demand: People are already using it. Show the numbers, percentages, growth trends. 6/ Why is it awesome? Are you the innovators in the field? 5 Forbes 500 execs backing it? 10 Nobel laureates involved? Show the star power. 7/ Better, faster, or cheaper? What makes it more efficient, and why should people care? 8/ Interesting factor: Not everything useful is interesting. What makes this engaging? 9/ Who’s on board? Celebrities, brands, companies? Who’s backing it, and why? Amazon’s very first press release followed this formula, and you can actually build Amazon from it. https://press.aboutamazon.com/1995/10/worlds-largest-bookseller-opens-on-the-web Writing a killer press release is another form of creating a MVP. If it doesn’t sound great on paper, it won’t in reality either. Have you tried this approach for your product?