Amazon's design strategy
Vice president of Amazon Echo, Mike George, explained: "We have a thing called 'working backwards.' The first thing we do is we write a press release, ignoring every technical thing we can’t do for now. It’s our aspirations. We also write FAQs where we identify every question we would receive as if we issued the press release. We answer the question in aspirational ways too, ignoring, for the moment, the technical hurdles. In some cases we actually build things."