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In this engaging episode of "Definitely Maybe Agile," hosts Peter Maddison and David Sharrock welcome Marcelo Calbucci, author of "The PR FAQ Framework." Marcelo shares his expertise from 25+ years at companies like Amazon and Microsoft, plus his extensive startup experience.

The conversation explores the Press Release and Frequently Asked Questions (PR FAQ) framework developed at Amazon around 2004. This approach helps teams clarify vision and strategy before jumping into execution, addressing a common problem in software projects. Unlike PowerPoint presentations that can create an "illusion of clarity," the PR FAQ document promotes alignment and ownership through collaborative creation.

This week´s takeaways:

• Why most PR FAQs actually lead to "no" decisions (which is valuable)
• How the framework balances strategic thinking with practical considerations
• The importance of involving multiple stakeholders (sometimes 20+ people)
• How PR FAQs can be used at different product lifecycle stages

The hosts draw parallels to lean startup methodology, while Marcelo explains why PR FAQ encourages "thinking before shooting" rather than the "build first, learn later" approach. The discussion highlights how clear, collaborative documentation can prevent misalignment and create shared ownership of initiatives.

You can check out Marcelo's website and book here: The PRFAQ Framework