“Working backwards” is the peculiar, customer-centric mechanism that lies at the heart of every product and service we develop at Amazon. This mechanism helps enable innovation across the organization, ensuring that everything we develop maintains a relentless focus on the customer and their needs. Join us in a conversation about this mechanism and learn more about how we use five customer questions and a future press release (PR-FAQ) format to think deeply about our customers’ needs, clarify customer benefits, and invent on their behalf.