Take a look at the 2006 press release for Amazon's S3-Simple Storage Service, one of the first and best-known AWS products to be launched:

It looks simple, but when he was putting together a pitch for Amazon Web Services, the current head of AWS Andy Jassy tore through 31 drafts of the initial press release before taking it to Jeff Bezos.

The landing page for Amazon S3 doesn't look so different today. What's really amazing is how little the press releases have changed over the past seven years, especially considering the speed and
scale at which AWS took over the cloud. Just two small paragraphs have been added to the current product description:

The massive scope of the original product vision-"a simple web service interface to store and retrieve any amount of data from anywhere on the web"-is unchanged. Amazon was working backwards from "a mental image of a college kid in his dorm room having the same access, the same scalability and same infrastructure costs as the largest businesses in the world." Today, Airbnb, Yelp, Slack, and Netflix are all hosted on Amazon's servers.

Starting with a press release or blog post changes the game. It allows you to launch your product in an intimate, customer-centric way. As you build your product out, you use it as a guiding light to ensure that you're on the right track.

In your "working backwards" document, describe the problem that you're trying to solve, and how your product does it in a unique way. If your product's features sound boring and dry to customers, don't build them. Rewrite the blog post until you have something you'd be happy publishing. Rewriting drafts is much less expensive than rewriting code.