What if you could pitch your next big idea with the clarity and conviction of a product launch from Amazon?

In this episode, I sit down with Marcelo Calbucci—startup veteran and author of The PRFAQ Framework—to unpack one of the most transformative tools for innovators: the Press Release + Frequently Asked Questions (PRFAQ) method.

Rooted in Amazon’s famed “Working Backwards” approach, Marcelo’s framework helps product leaders, founders, and creatives craft narratives that start with the customer and work back to the solution. We discuss why writing—not PowerPoint—is the ultimate tool for clear thinking, and how the PRFAQ process forces teams to confront assumptions, sharpen strategy, and inspire decisive action.

Whether you’re launching a startup, pitching a new product, or championing innovation inside a company, this episode will help you rethink how you present ideas—and how to get buy-in before you build.