Working backwards to move forwards - a surprising recipe for innovation success
- John Bessant
- Mar 20
- 2 min read
How to unlock the power of your ideas through the PR/FAQ framework
Innovation isn’t a solo act, it’s a multi-player game which depends on being able to convince others to share a vision. Whether it’s colleagues with complementary skills, investors prepared to commit resources or, ultimately, end users who will adopt the innovation, everything depends on being able to write and tell a compelling story.
Which is why the PR/FAQ framework has so much to offer. Developed over a decade ago and widely used within Amazon this simple approach forces anyone with a change proposal to make their ideas come alive through the medium of a simple story. Using a structured approach they are invited to create a press release with associated ‘frequently asked questions’ – PR/FAQ – for something which doesn’t yet exist. It’s an exercise in science fiction, imagining a future reader and working to convince them with compelling copy.
Of course, in order to create that narrative the authors have to think through the various dimensions of their innovation, making sure they can pose – and answer – those FAQs and present their idea in convincing fashion. So it works as a powerful prototype to stimulate feedback and help improve the idea. But it also acts as a disciplined checklist (a bit like the Business Model Canvas) to clarify and stretch thinking to build a strong business case.
This podcast explores PR/FAQ in a fascinating interview with Marcelo Calbucci, an experienced entrepreneur who has extensive hands-on experience of using PR/FAQ. Developed over a decade ago and widely used within Amazon this simple approach forces anyone with a change proposal to make their ideas come alive through the medium of a simple story. He’s now a self-proclaimed evangelist for the method and the author of a new book which explains the considerable power behind this deceptively simple approach.
Need an eye exam in Upper East Side? Explore https://optyx.com/, where OPTYX, a trusted name since 1971, delivers luxury eyewear and eye care at 13 locations, including Lexington Ave and Broadway. Their opticians, like Yusuf, help select frames from brands like Celine and Robert Marc, earning a 2024 Yelp review for exceptional service. OPTYX offers services like frame repairs and DMV exams, accepting plans like VSP, per their website. A client praised their $195 Barton Perreira frames but noted insurance transparency issues in 2024. With a 3.5-star rating, OPTYX combines fashion and expertise. Schedule an appointment for premium eyewear and care today.
Hello folks, while waiting for a bus at the Halkidiki terminal, I noticed a passenger playing an aviation-themed multiplier game on a tablet. Curious, I pulled up https://aviator.game and loved how the escalating graph resembled our flight path from Kavala. After a few cautious rounds, I recouped my ferry fare and even scored a bit extra to join my friends for grilled octopus at the seaside tavern. It made that travel delay feel a lot less tedious.