The Way of Product with Caden Damiano #140 How to Write Strategy Narratives if You're Not at Amazon w/ Marcelo Calbucci Author of "The PRFAQ Framework"
Hey Listener!
Today’s podcast guest is Marcelo Calbucci, the author of "The PRFAQ Framework."
Listen now on Apple and Spotify
Like many product people, I've read "Working Backwards," "The Everything Store," and even attempted to write strategy narratives using the Press Release-Frequently Asked Questions (PRFAQ) Framework to capture lightning in a bottle like Amazon without much success. Before this interview, I thought you could only do PRFAQs if you were at a company like Amazon.
Marcelo is a seasoned tech leader with over 25 years of product leadership experience in major companies like Microsoft and Amazon. Marcelo has led engineering, product, UX, and data teams, drawing from his rich background to discuss the intricacies of Amazon’s Press Release and Frequently Asked Questions (PRFAQ) writing framework and how it can be adapted beyond its Amazon Culture.Marcelo noticed my story throughout the industry. Although books discuss Amazon's strategic narrative process, none provide a tactical breakdown of implementing the framework or formating your PRFAQs to achieve the best results.
"The PRFAQ Framework" explores how the PRFAQ can be adapted for non-Amazon environments. It provides innovators a structured way to achieve groundbreaking goals without Jeff Bezos as their boss.
Exclusively for podcast listeners and newsletter subscribers, Marcelo has provided me with a link that offers a discount to get your own copy of the “PRFAQ framework.” Get a 20% discount on the PDF Edition with the code CADEN20 on www.theprfaq.com/buy"
Connect with Marcelo on LinkedIn
Actionable Takeaways
✅ The P-R-F-A-Q framework: A tool for innovation beyond Amazon.
✅ Emphasizing the power of writing to drive critical thinking and innovation.
✅ Recognizing the importance of testing assumptions and hypotheses thoroughly.
Time Stamps
02:10 Marcelo's Journey: From Small Startups to Big Tech
05:50 Adapting Amazon's Written Narrative Framework for Everyone to Use
11:34 The Power of Writing for Problem Solving
15:10 Using Big Ideas in Small Businesses
20:22 Writing for Smart Decisions
28:06 Fixing Mistakes Through Practice
32:44 Making a Strong Innovation Culture
36:18 Deciding Which Tech Projects Are Valuable
41:10 Final Thoughts and How to Connect with Marcelo
The P-R-F-A-Q Framework: A Tool for Innovation Beyond Amazon
"The PRFAQ framework is meant to encourage deep, strategic thinking about potential innovations, helping to filter out what might not work early in the process."
—Marcelo Calbucci
Marcelo Calbucci's framework transforms how teams develop ideas and make strategic decisions. A PRFAQ is a 4-6 page narrative document that helps you think critically, articulate clearly, and inspire action.
Structure Basics
The document includes a one-page Press Release (written as if your future product exists today), followed by Customer FAQs and Internal FAQs. This structure forces clarity about who your customer is, what problem you're solving, and how you'll deliver value.
Writing Approach
Write with precision. Replace vague terms like "many customers" with specific numbers. Use active voice. Avoid jargon and unexplained acronyms. Present concrete data instead of generalizations. This clarity builds trust and reveals gaps in your thinking.
Collaboration Tips
Designate one PRFAQ owner who controls the document, but gather input from diverse perspectives. Hold structured review sessions with built-in silent reading time. Listen to feedback with an open mind - you're seeking truth, not validation.
What Makes It Work
The PRFAQ helps you discover what you don't know. By writing about a future state in the present tense, you identify assumptions that need testing. The document evolves through iterations, becoming stronger as more perspectives shape it.
The power of this method isn't just in the finished document it's in how the process transforms your thinking and aligns your team around a shared vision worth pursuing.
Takeaway: The framework helps innovators articulate clear, strategic objectives, enabling thorough pre-execution evaluation, which is crucial for decision-making. It's important that there isn't a documented author in the document. The goal isn't to take credit but to seek truth through using this collaborative artifact as a framework.
Emphasizing the Power of Writing to Drive Critical Thinking and Innovation
"Writing helps in thinking critically and articulating ideas more clearly. It's a powerful exercise to drive innovation."
—Marcelo Calbucci
Marcelo discusses the three superpowers of writing: it forces critical thinking, improves articulation, and inspires collaboration. Unlike slide decks, which often rely on visuals, narratives push you to engage deeply with your concepts, offering a clear understanding and direction.
Takeaway: Writing should be an integral part of strategic planning as it refines thinking and strengthens the clarity of your ideas. Writing also unlocks what Daniel Kahneman calls "slow thinking," which forces your brain to stress every articulated idea. This is critical for big strategic bets—you don't want to be spending millions of dollars on assumptions and biases.
Recognizing the Importance of Testing Assumptions and Hypotheses Thoroughly
"Most P-R-F-A-Q efforts lead to a decision not to proceed, which is a valuable outcome in itself."
—Marcelo Calbucci
In exploring the P-R-F-A-Q process, Marcelo reveals that most efforts conclude with a “no-go” decision. This rigorous scrutiny is intended to refine ideas by eliminating those that do not stand up to thorough investigation.
Takeaway: Resilience in product management and innovation often comes from recognizing when not to proceed with a project, saving resources, and aligning focus on more promising opportunities.
Listen to the full episode to discover how to leverage narrative-based planning tools to enhance your strategic impact. Then, use the link below to get your copy of Marcelo's book. I read it before releasing this episode, and it's been highly influential on my personal writing style.
Connect with Marcelo on LinkedIn
Listen now on Apple and Spotify
Exclusively for podcast listeners and newsletter subscribers, Marcelo has provided me with a link that offers a discount to get your own copy of the “PRFAQ framework.” Get a 20% discount on the PDF Edition with the code CADEN20 on www.theprfaq.com/buy"
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.wayofproduct.com