On Defining Customer Value by Working Backwards

In this episode, I’m joined by Richard Russell, an OKR and Leadership coach. He’s spent two decades leading product, business, and technical teams and has held senior and management roles at Amazon, Google, and Deutsche Bank. We discuss Amazon’s Working Backwards framework, a different way to think through how to formulate good objectives, how Peter Drucker’s ideas about defining value still hold true, and more.

Show notes

• (0:00) Intro
• (1:26) Conversation with Richard
• (5:00) Working backwards
• (9:30) Relationship to OKRs
• (11:08) Two big hurdles
• (12:00) Value creation, R&D, and marketing
• (15:00) Feedback and buy-in
• (17:50) Listen
• (21:08) FAQ and Question Bank
• (26:08) Hot topics
• (28:26) Rapid questions
• (33:56) Outro

Relevant links

• Working Backwards