Working Backward

This approach can be particularly useful when facing complex or unfamiliar problems, as it allows you to focus on the ultimate goal and work your way back to the present.

The “working backward” approach has been used by individuals and organizations for many years, but it is not clear who first developed the framework. It is likely that the approach has evolved over time as people have sought ways to effectively solve complex problems and achieve desired outcomes.

Common Applications of the Working-Backward-Approach

One common application of the “working backward” approach is in the field of product development. When developing a new product, companies often start by identifying the desired features and benefits for the end user. They then work backward to determine the steps necessary to bring the product to market, including design, prototyping, testing, and manufacturing.

Another area where the “working backward” approach can be useful is in project management. By starting with the end goal and working your way back to the present, you can create a clear roadmap for achieving that goal, which can help you identify potential obstacles and develop strategies to overcome them.

The “working backward” approach can also be useful in decision-making. By identifying the desired outcome and working backward to determine the necessary steps, you can make more informed decisions about which course of action is most likely to achieve that outcome.

Example of Working-Backward at Amazon

One example of a company that has used the “working backward” approach is Amazon. When developing the Amazon Prime service, the company started with the desired outcome of providing fast and convenient delivery to customers. They then worked backward to determine the steps necessary to achieve that goal, including building a network of fulfillment centers and developing innovative shipping technologies.

In his annual shareholder letters, Jeff Bezos has described how Amazon has used the “working backward” approach in the development of new products and services, as mentioned above. He has also emphasized the importance of starting with the customer and working backward to determine the steps necessary to deliver value.

Example of Working-Backward in a fictional company

As a rapidly growing SaaS company, Acme Inc. is constantly looking for ways to improve and enhance its platform to better meet the needs of its customers. One way they do this is through the development of new features, which are carefully planned and executed using a range of different tools and approaches.

To start the process of developing a new feature, the Acme Inc. team begins by identifying a problem or opportunity that they believe can be addressed through the development of a new feature. This might be something that customers have requested, or it might be something that the team has identified as a potential area for improvement.

Once the problem or opportunity has been identified, the team works together to define the desired outcome of the feature. This includes identifying the key goals that the feature is meant to achieve, as well as any specific requirements or constraints that need to be considered.

With a clear understanding of the desired outcome, the team can then begin to brainstorm and generate ideas for how to achieve it. This might involve sketching out potential user flows or prototyping different design concepts. The team also uses tools like customer journey maps and personas to help them understand the needs and motivations of their users, and to ensure that the new feature will be aligned with these needs.

Once the team has narrowed down their ideas to a select few, they begin the process of prototyping and testing. This might involve creating a simple, low-fidelity prototype to get a sense of how the feature will work in practice, or it might involve creating a more detailed, functional prototype that can be tested with real users.

Throughout the process of developing the new feature, the team at Acme Inc. is constantly iterating and refining their approach. This helps them to stay focused on their goals and to ensure that they are delivering value to their customers as quickly and effectively as possible.

Finally, once the new feature is ready for release, the team at Acme Inc. follows a well-defined process for rolling it out to their customers. This might involve a phased rollout, with the feature being made available to a select group of users first, or it might involve a more widespread release to all users. Regardless of the approach, the team is always focused on ensuring that the new feature is well received and that it meets the needs of their customers.

When not to use this approach

However, it’s important to note that the “working backward” approach is not always the best solution. In some cases, starting with the present and working forward may be more effective. For example, if you are facing a problem that requires a more incremental approach, such as a gradual improvement in performance, starting with the present and working forward may be more effective.

---

Sources and further Reading:

• Working Backwards Insights Stories and Secrets from Inside Amazon (Amazon Link)
• Productplan.com on Working Backwards and Amazon’s “Press Release” format

---

More Posts you might find interesting: