Write First, Fail Less: Amazon’s PRFAQ Framework

What if you could identify doomed projects before wasting months of effort and resources?

This week, I chat with Marcelo Calbucci, an entrepreneur, technologist, and author with over 25 years of experience in the tech industry. Marcelo has held key roles at Microsoft and Amazon, and this week, he shares insights about Amazon’s powerful PRFAQ framework—a method used to validate products before writing a single line of code.

The PRFAQ framework combines a press release and frequently asked questions to help teams think critically about new ideas, articulate their vision, and inspire others. Marcelo explains how this straightforward six-page document helps teams focus on strategy rather than getting lost in tactical details too early. We explore how designers can leverage this framework to become more strategic thinkers and gain that coveted “seat at the table.”

Whether you’re a product manager, designer, or founder, you won’t want to miss this conversation about making better product decisions. Listen in to learn how to adapt the PRFAQ framework for your team and avoid costly mistakes before they happen.

Topics:
• 02:26 – Introducing the PRFAQ Framework
• 04:00 – Marcello’s Journey in Tech
• 05:13 – Understanding the PRFAQ Framework
• 10:02 – Writing and Reviewing the PRFAQ
• 19:43 – When to Use the PRFAQ Framework
• 29:26 – Understanding Different Styles of FAQs
• 29:53 – Personal Experiences with PRFAQs
• 30:19 – The Impact of PRFAQs on Decision Making
• 30:51 – Examples of PRFAQs in Action
• 32:09 – Challenges and Realizations in Writing PRFAQs
• 36:11 – The Role of Designers in PRFAQs
• 45:38 – Using AI in the PRFAQ Process
• 49:47 – Common Pitfalls and Tips for PRFAQs

Helpful Links:
• Connect with Marcello on LinkedIn
• Get the PRFAQ book

Marcello Calbuci
Technologist, Innovator, Founder, Author of The PRFAQ Framework book

About Marcelo

Marcelo Calbucci is an entrepreneur, technologist, innovator, and author with over twenty five years of experience in the tech industry. He has held key roles at Microsoft and Amazon and has founded and led startups in both Seattle and London. Marcelo is the author of the new book, The PRFAQ Framework: Adapting Amazon’s Innovation Framework to Work for You, a comprehensive guide that breaks down Amazon’s powerful PRFAQ method into an accessible playbook for innovators, startup founders, and product managers. Outside of tech and startups, Marcelo loves to cook elaborate meals for friends, run marathons (eight and counting), and travel with his wife and kids.

Connect with Marcelo on LinkedIn

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