Bluesoft Labs
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Bluesoft Labs

Try an Internal Press Release before starting new Products

Learn how Amazon works backwards from the customer, rather than starting with an idea for a product

  • Heading — Name the product in a way the reader (i.e. your target customers) will understand.
  • Sub-Heading — Describe who the market for the product is and what benefit they get. One sentence only underneath the title.
  • Summary — Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.
  • Problem — Describe the problem your product solves.
  • Solution — Describe how your product elegantly solves the problem.
  • Quote from You — A quote from a spokesperson in your company.
  • How to Get Started — Describe how easy it is to get started.
  • Customer Quote — Provide a quote from a hypothetical customer that describes how they experienced the benefit.
  • Closing and Call to Action — Wrap it up and give pointers where the reader should go next.
  • Keep it simple.
  • 3-4 sentences for most paragraphs.
  • Don’t make it into a spec.
  • Accompany the press release with a FAQ.
  • No Geek-Speak (Imagine you’re sitting on Oprah’s couch and have just explained the product to her, and then you listen as she explains it to her audience. That’s “Oprah-speak”, not “Geek-speak”.)



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CEO at Bluesoft. I'm passionate about startups, software, innovation, aws cloud, technology, agile and management 3.0.