Service Design Show

How To Uncover Game-Changing Opportunities with the PRFAQ Framework / Marcelo Calbucci / Ep. #225

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Apr 10, 2025
Marcelo Calbucci, an author and consultant with 25 years of tech experience, introduces the PRFAQ framework, a strategic tool used by Amazon for over 20 years. He discusses how the framework helps organizations evaluate which ideas to pursue, blending narrative writing with structured data to enhance decision-making. Marcelo emphasizes preventing common pitfalls in problem-solving and exploring customer needs. The conversation also touches on integrating AI in the writing process and fostering community among service design professionals for enhanced collaboration.
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INSIGHT

PRFAQ Is A Data-Story Narrative

  • The PRFAQ framework uses a narrative format combining data and storytelling to clarify vision and feasibility.
  • It helps ensure solutions directly address the stated customer problems with precise, coherent writing.
ADVICE

Use PRFAQ Early For Decisions

  • Use PRFAQ early to evaluate if an idea or project should be pursued before commitment.
  • Collaborate with stakeholders through the document to refine understanding and decide.
INSIGHT

Writing Triggers Critical Thinking

  • Writing the PRFAQ engages critical thinking by forcing coherence and logical consistency.
  • Unlike slides, it exposes gaps and contradictions by making you organize thoughts clearly.
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