🧭 The Backwards Secret That Built a $1.7 Trillion Empire

Tony Robbins on Goal-Setting

“Setting goals is the first step in turning the invisible into the visible.”

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Amazon’s Goal-Setting Framework

Most people build first, then hope someone cares.

Amazon does the opposite. Before they write a single line of code, they write the press release for launch day. Before they solve the problem, they imagine the celebration.

It sounds backwards, but it’s actually brilliant. Andy Jassy, former AWS CEO and current Amazon CEO, explained their "working backwards" process: "We write a forward-looking press release on what we want to announce the day we launch this product... What it makes you do is really think about what are you providing, how's it differentiated, and why will it be remarkable when you launch it."

This isn't just corporate planning. It's a mindset that separates dreamers from achievers.

Why this matters: Most goal-setting focuses on the process - break it down, take steps, stay disciplined. But Amazon discovered something crucial: if you can't clearly articulate why people should care about your end result, you probably shouldn't start. Working backwards forces you to define victory before you begin the battle.

🔍 What to know

The Problem with Forward Thinking

Here's what happens when you build forward from where you are:

You get excited about an idea. You start working. You make progress. Months later, you finish and realize... nobody cares.

"We've all been part of products where you get to the very end and you go to announce it and you think, 'Why did we think anyone was going to care about this? What's remarkable about this?'" Jassy explained.

Sound familiar? How many projects, goals, or dreams have you pursued only to realize at the end that they didn't matter as much as you thought?

The Amazon Framework

Amazon's working backwards process uses two documents that force clarity before action:

1. The Press Release Write the announcement you want to make on launch day. What are you celebrating? Why should people care? What makes this remarkable?

   This isn't about predicting the future - it's about defining what success looks like and why it matters.

2. The FAQ Document answers the hard questions upfront:

   1. Who exactly are you serving?

   2. What specific problem are you solving?

   3. Why is your solution enough to matter?

   4. What will people complain about?

   5. What will they love most?

   6. What obstacles will you face?

Why This Works - The working backwards approach forces three critical insights:

• Clarity of Value: If you can't write a compelling press release, your goal isn't compelling enough to pursue

• Honest Assessment: The FAQ forces you to confront obstacles and limitations before you're emotionally invested.

• Team Alignment: "By the time we get through the working backwards documents... the team knows what they're building."

As Jassy noted: "It takes kind of a half step back to allow teams to move two steps faster."

The Hard Truth Test - Amazon's process reveals an uncomfortable truth: most goals fail the working backwards test.

If you can't write a compelling press release for your success, you probably shouldn't pursue the goal. If you can't answer the FAQ questions honestly, you're not ready to start.

This isn't pessimism - it's precision. Better to discover your goal isn't worth pursuing before you invest months or years, not after.

Your FAQ and Success questions:

1. What does success look like?

2. What will be the hardest part about reaching this goal?

3. Where will you be tempted to quit?

4. What will people criticize about your approach?

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• The team meditation ritual that creates unbreakable bonds (and why most coaches get this completely wrong)

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🧠Questions to Ask Others You're Leading

• If you're a coach: Are you helping athletes envision their success story before they start training? Do they know why their goals matter beyond just winning?

• If you’re a parent: Can your child articulate why their goals matter and what success will look like? Are you helping them work backwards from their vision?

• If you're a leader: Do your team members know what success looks like and why it matters? Can they write the press release for your project's completion?

• If you're pursuing a goal: Can you write a compelling announcement of your success? Do you know exactly who benefits and how?

Final Takeaway: Most people start building and hope someone will care. Champions write the victory speech first, then work backwards to make it true. If you can't clearly articulate why your success will matter, you probably shouldn't start. But if you can write that press release with conviction, you've just dramatically increased your odds of making it reality.

Source: Inside the Mind of Amazon’s CEO Andy Jassy: Jeff Bezos, AI + Leadership

Favorite Posts I Found This Week

Free Mental Fitness Links 👇

For coaches and leaders:

• The 2 signs Dabo Swinney uses to establish his team culture and mindset

• Steve Young on what it takes to be a leader

• 5 things you need to know about how to actually lead by example

• 8 things that bring a team together

For athletes and performers:

• Top sports psychologist defines what makes a champion

• How to rid yourself of complacency

• Geno Auriemma on the importance of body language

• Admiral McRaven giving the definition of adversity and what it means to be a sugar cookie

What I am reading and listening to:

📚 Book: The 7 Habits of Highly Effective People by Stephen Covey

🎥 Video: Dabo Swinney Speech | Sports Visions

🎧Podcast: Steve Sarkisian Joins Josh Pate - Pate State Speaker Series
 

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