PRFAQ: The Secret Innovation Framework Used at Amazon | Marcelo Calbucci

In this episode of An Hour of Innovation podcast, host Vit Lyoshin speaks with Marcelo Calbucci about the PRFAQ framework, a tool designed to drive innovation and refine product ideas. Marcelo shares his journey from working at Microsoft to founding startups and eventually joining Amazon, where he discovered the PRFAQ framework.

Marcelo Calbucci is a seasoned entrepreneur, investor, and product leader with a deep passion for innovation and technology. With experience spanning startups and big tech, he has co-founded multiple companies, advised early-stage startups, and played key roles in product strategy and development. Known for his expertise in scaling businesses, fostering innovation, and leveraging frameworks like PRFAQ, Marcelo is dedicated to helping teams turn bold ideas into impactful products.

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Giveaway

As part of this episode, we are giving away Marcelo’s “The PRFAQ Framework: Adapting Amazon’s Innovation Framework to Work for You” book.

This is a must-read for any product manager or organization leader. A practical framework that lets your team achieve better results and focus on the most impactful ideas.

Go to this link: https://www.theprfaq.com/giveaway/an-hour-of-innovation

Enter your name and email address

Feel free to send it to your friends and colleagues, so they can have a chance to win this book too.

The last day to participate is April 4th, 2025. Marcelo will draw on April 5th and send a book to a lucky winner.

Good luck, everyone!

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Takeaways

* PRFAQ is a framework for driving innovation.

* It helps teams refine ideas and align stakeholders.

* The press release is written as if the product is already launched.

* Internal FAQs focus on strategy and feasibility.

* PRFAQ can be used in combination with other frameworks.

* Common mistakes include going into too much detail.

* The process involves multiple iterations and reviews.

* Success is measured by the value delivered to customers.

* PRFAQ can help avoid pursuing unviable ideas.

* If you're getting rejections, it's not you, it's the idea.

* Focus on evaluating the idea, not the person proposing it.

* Amazon's success is rooted in the PRFAQ process.

* Writing a PRFAQ can clarify your target audience and their needs.

* Rejections can lead to valuable insights and save time.

* Startups should leverage their ability to iterate quickly.

* Understanding customer problems is key to innovation.

* Reading resources on PRFAQ can provide practical guidance.

Timestamps

00:00 Introduction

02:12 Marcelo's Journey and the Birth of PRFAQ

05:30 Core Elements of PRFAQ

09:55 The Importance of the Press Release

12:06 Comparing PRFAQ with Other Frameworks

13:52 How to Write FAQ Sections?

14:59 Common Mistakes in PRFAQ

16:04 Iterative Process of PRFAQ

20:20 Measuring the Success of PRFAQ

22:05 Evaluating Ideas: The PRFAQ Approach

23:34 Success Stories: PRFAQ in Action

25:36 Learning from Rejections: A Personal Journey

28:36 Starting with PRFAQ: Practical Steps

29:23 Innovation Culture: Big Tech v