Shows
Cieden PodcastAmazon's framework to make strategic product decisions in the AI era | Marcelo CalbucciMarcelo Calbucci is the author of The PRFAQ Framework. He previously held roles at Microsoft, Amazon, and numerous startups.In this episode, Marcelo unpacks Amazon's PRFAQ framework and discusses the "Four Horsemen of Strategy Failure." We also explore AI's threat to customer empathy and a practical framework for delegating tasks to AI.Learn how to apply Amazon's strategic thinking to your own products. Discover a clear method for leveraging AI without sacrificing strategic depth.Let’s connect on LinkedIn:🎙 Ana Mudryk, Podcast Host, Head of PdM and BA at Cieden🎙 Marc...2025-06-1229 min
The BD PodcastWant to Be the NEXT Amazon? Master THIS Mindset & Strategy! - Marcelo Calbucci | 16Amazon’s boldest ideas begin as fiction. Every billion-dollar innovation starts with a fake press release and a brutal six-page narrative. No pitch decks. No roadmaps. Just a high-stakes pressure test before a single line of code gets written.In this episode, Marcelo Calbucci—former Amazon exec and startup veteran—unpacks the company’s most powerful internal tool: the PR FAQ framework. It’s the same process behind products like Alexa and Kindle, and it's now being used by scrappy founders to de-risk their biggest bets.Discover:🟢 The strategies behind one of the world's most successful companies🟢 The exact process Amazon u...2025-06-1242 min
Lean By Design0204. Start With the End: How PRFAQs Create Clarity Before You Build with Marcelo CalbucciSend us a textHave you ever started a project only to realize you’re building something your leaders never asked for? You’re not alone.In this episode of Lean by Design, we sit down with Marcelo Calbucci, a veteran of Amazon, Microsoft, and multiple startups, to explore the PRFAQ Framework, Amazon’s secret weapon for aligning strategy and execution.By drafting a mock press release and FAQ before a single line of code is written, teams force themselves to clarify vision, spot roadblocks, and reach consensus across departments. The real m...2025-06-1151 min
Punk CX: Customer Experience Insights with Adrian SwinscoeThe future of CX and agentic CX - Interview with Sid Banerjee of MedalliaToday’s interview is with Sid Banerjee, Chief Strategy Officer at Medallia, a leading provider of customer and employee experience management solutions. I first talked to Sid 11 years ago on this podcast when he was Founder & CEO at Clarabridge. This time around, we talk about what has happened in those intervening years, what brought him out of ‘retirement’, how to balance the human touch and AI in CX, the future of both CX and agentic CX, the role of LLMs in disrupting the dashboard-centric use cases for CX, trends in omnichannel and a whole bunch of other things.
This...2025-06-0940 min
The Startup PodcastHow the PRFAQ Made Amazon Great (And Can Do The Same for You) w/ Marcelo Calbucci (Edu)Are you building a startup strategy—or just making it look like you have one?Too many founders mistake polished slide decks for actual strategic thinking, leading to misalignment, wasted resources, and failed products.In this episode, Yaniv Bernstein and Chris Saad are joined by Marcelo Calbucci, former Amazon director and author of The PRFAQ Framework. They dive into how Amazon’s famously effective six-page PRFAQ process forces deep thinking, aligns teams, and drives billion-dollar bets—without a single slide.They explore why most startups get strategy wrong, how to apply...2025-06-021h 00Punk CX: Customer Experience Insights with Adrian SwinscoeCustomer-centric innovation and Amazon's PRFAQ - Interview with Marcelo CalbucciToday’s interview is with Marcelo Calbucci, an entrepreneur, innovator, technologist, and author. Marcelo joins me today to talk about his new book: The PRFAQ Framework: Adapting Amazon’s Innovation Framework to Work for You, why Amazon uses it, the five principles of the PRFAQ, where and how it can be applied and what to expect when you are creating your first one.
This interview follows on from my recent interview – Lush’s Journey: Balancing Innovation, Empathy, and Customer Care – Interview with Naomi Rankin of Lush – and is number 542 in the series of interviews with authors and business lea...2025-05-3036 min
Tech Lead Journal#218 - The PRFAQ Framework: Amazon's Secret to Successful Innovations - Marcelo CalbucciUnderstand the secret behind one of Amazon’s most powerful innovation tools and learn how you can use it to drive clarity, alignment, and better decision-making.In this episode, Marcelo Calbucci, author of “The PRFAQ Framework,” dives deep into the PRFAQ (Press Release & Frequently Asked Questions) framework, a unique approach that combines narrative storytelling and strategic FAQs to crystallize initiative vision and strategy.Key topics discussed:What the PRFAQ framework is — and why it’s more than just a product management toolHow PRFAQ brings Amazon’s “working backwards” philosophy to lifeThe structure of a PRFAQ: press rel...2025-05-2653 min
Semaphore UncutMarcelo Calbucci on Strategic Product ThinkingIn this episode of Semaphore Uncut, Darko Fabijan welcomes Marcelo Calbucci—engineer, startup founder, and author of The PR FAQ Book. Marcelo shares insights from his time at Amazon, where he encountered a decision-making framework that changed how he thinks about product development: the PR FAQ.What starts as an internal press release quickly becomes a strategic tool to align teams, evaluate product ideas, and make better decisions—before writing a single line of code.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️ review on the podcast player of your choice and share it with your friends.2025-05-2024 min
Think Like Amazon#37: Amazon’s Secret Framework for Innovation with Marcelo CalbucciWhat if Amazon’s innovation edge came not from big ideas, but from writing them down? In this episode, Jorge sits down with Marcelo Calbucci, former Amazon Director and author of The PRFAQ Framework, to unpack the writing-first approach Amazon uses to launch new products. They explore why the PRFAQ (Press Release + FAQ) is more than a document. It’s a mindset that drives clarity, focus, and customer obsession. Whether you're building a product, navigating your Amazon career, or leading a team still stuck in PowerPoint, this episode is packed with practical insights. You’ll learn h...2025-05-2034 min
Venture Visionaries with Thomas IgemeWrite It Before You Build It: How PRFAQ Unlocks Startup Success with Marcelo Calbucci, Author & Startup VeteranIn this episode of Venture Visionaries, we spotlight Marcelo Calbucci—author, technologist, and founder—who brings over 25 years of experience across Microsoft, Amazon, and six startups on two continents. Marcelo joins Thomas Igeme to unravel the Amazon-born PRFAQ framework: a powerful writing tool that helps founders pressure-test bold ideas, align teams, and avoid costly mistakes before building anything.Thomas and Marcelo dive deep into how the discipline of writing can sharpen decision-making, foster critical thinking, and reveal hidden gaps—whether you’re scaling a five-person team or navigating the chaos of rapid growth. Marcelo shares stories from his own...2025-05-1934 min
Scrum Master Toolbox Podcast: Agile storytelling from the trenchesBONUS The PRFAQ Framework With Marcelo Calbucci BONUS: Marcelo Calbucci reveals Amazon's secret innovation framework that transforms product development! Read the full Show Notes and search through the world's largest audio library on Agile and Scrum directly on the Scrum Master Toolbox Podcast website: http://bit.ly/SMTP_ShowNotes. In this BONUS episode, we explore "The PRFAQ Framework" (visit also the website) with author Marcelo Calbucci. He shares how Amazon's innovative approach to product development can be adapted by founders, product managers, and teams across industries. Learn how this powerful methodology creates alignment, clarifies vision, and ensures customer-centricity in product development. The Origins...2025-05-1728 min
The Pivot Experience PodcastTPE EP 73: It’s About Vision and Strategy ft. Marcelo CalbucciWhat 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...2025-05-1724 min
Office Hours with David MeltzerMarcelo Calbucci, Paul Powell, Lorraine Wiseman | Office Hours #729Marcelo Calbucci
Marcelo Calbucci is a seasoned entrepreneur, technologist, and author with over 25 years of experience in the tech industry. He has held leadership roles at major companies such as Microsoft and Amazon and has founded and led multiple startups in both Seattle and London. With more than 18 years immersed in the startup world, Marcelo offers deep expertise as a product and technology executive. He is also the author of The PRFAQ Framework: Adapting Amazon’s Innovation Framework to Work for You, a practical guide to applying Amazon’s renowned “Working Backwards” method. Drawing on his extensive experien...2025-05-1554 min
Manager Memo podcastPRFAQ: Think, Articulate, and InspireMarcelo Calbucci, technologist, innovator, and founder of The PRFAQ Framework explains how to think, articulate and inspire your business toward success. Along the way we discuss – Amazon and Microsoft cultures (4:30), Eward Tufte (8:15), business writing (15:30), the Learn, Write, Listen Loop (23:20), London vs. Seattle (26:40), and 11 patents and counting (28:30). Access Marcelo’s book @ The PRFAQ Framework This podcast is teamed with LukeLeaders1248, a nonprofit that provides scholarships for the children of military Veterans. Help us reach our 3-scholarship goal for 2025. Send a donation, large or small, through our website @ www.lukeleaders1248.com, PayPal, or Venmo @LukeLeaders1248. Mus...2025-05-0730 min
The Leadership Puzzle with Jeff LupinacciBuilding Better Frameworks to Drive Action, with Marcelo CalbucciIn today’s episode, Jeff interviews Marcelo Calbucci, a veteran technologist, serial entrepreneur, and startup ecosystem builder with a career spanning Microsoft, Amazon, and over $40M in venture-backed startups. Born in Brazil and now based in Seattle, Marcelo has spent the past two decades launching companies, building communities, and helping founders bring ambitious ideas to life.Jeff and Marcelo explore The PRFAQ Framework—a method Marcelo developed to help innovators clarify ideas, articulate them effectively, and drive action. Drawing from his experience at Amazon and in startups, Marcelo shares how this approach gives projects a stronger foundation and...2025-04-2944 min
Unlocked with Skot WaldronUnlocking A Better Model For Launching Products With Marcelo CalbucciIn this episode of Unlocked, Skot Waldron and Marcelo Calbucci delve into “The PRFAQ Framework”, a strategic tool developed at Amazon that combines press releases and frequently asked questions to clarify product vision and strategy. They discuss the importance of writing in critical thinking, the role of PRFAQ in decision-making, and how it addresses common pitfalls in product strategy. The conversation also touches on psychological safety, collaboration, and the resources available for implementing the PRFAQ process. Website: www.calbucci.com, www.theprfaq.com2025-04-2936 min
The Covert CodeThe PRFAQ Method: Startup Innovation with Marcelo Calbucci | Covert Code | EP 60Join us with Marcelo Calbucci, veteran founder and author of "The PRFAQ Framework," as he shares 20+ years of expertise in product development and business scaling. Discover proven methodologies for identifying customer pain points, driving innovation, and growing startups effectively. Learn practical strategies for turning product ideas into successful, scalable businesses.
Learn More About Anna Covert: https://annacovert.com/
Connect With Marcelo: https://calbucci.com/
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#StartupGrowth #ProductDevelopment #Innovation #ScalingBusiness #PRFAQ #EntrepreneurialSuccess #ProductStrategy #CustomerFocus #BusinessScaling #StartupPodcast2025-04-1821 min
Product for Product ManagementEP 127 - New Book: PRFAQ Framework with Marcelo CalbucciYou might have heard about Amazon’s 6-pages document, or PRFAQ. But have you tried it yourself? And why aren’t there many other successful companies who are following Amazon’s direction, and use the same method, one that seems to be winning Amazon some very big bets?Our guest today on the podcast worked for Amazon as a Director of Product & Tech, and experienced the PRFAQ framework first hand. When he left Amazon he asked these same questions. Following some research, he decided to codify and bring to print the principle of the PRFAQ method...2025-04-1646 min
The Agile Coach PodcastMastering Product Strategy with MarceloIn this episode, Vivek sat down with Marcelo, a product leader with over 25 years of experience in technology, including key roles at Microsoft and Amazon. Marcelo shares insights on building innovative products, the importance of product vision and strategy, and his PRFAQ framework, a method used at Amazon to align teams, validate ideas, and drive successful product development.They also discuss how new and aspiring product managers can think strategically, set meaningful OKRs, and develop the right mindset for success. Whether you’re a startup founder or part of a large-scale enterprise, this conversation will lea...2025-04-1632 min
The Balancing Act with Andrew Temte, PhD, CFAThe Amazon PRFAQ Framework (with Marcelo Calbucci)How important are storytelling skills for entrepreneurs and business founders? What are the benefits of engaging with a start-up accelerator or incubator? What's the Amazon PRFAQ Framework and why does it matter?
To help answer these questions, we have Marcelo Calbucci joining us today on the Balancing Act Podcast. Marcelo is a founder, product and engineering leader, and an innovator with a passion for solving customers’ biggest pain points. He is also the author of The PRFAQ Framework: Adapting Amazon’s Innovation Framework to Work for You. We’re going to be talking about startups, entrepreneurship, and storyt...2025-04-1028 min
Service Design ShowHow To Uncover Game-Changing Opportunities with the PRFAQ Framework / Marcelo Calbucci / Ep. #225I'm sure you recognize this...A stakeholders comes up with a new idea they want to explore, which you are highly skeptical about.Or take the opposite scenario where you see value in pursuing an opportunity but have a hard time getting your business stakeholders on board.The underlaying question in both situation is really how do you know which opportunities to pursue and which one are just a waste of time?Once we have the ability to predict the future this question will become irrelevant... but up to that point...2025-04-101h 03
Planet Amazon PodcastThe PRFAQ Framework: How Amazon’s Secret Weapon Can Power Your E-Commerce StrategyIn this episode, we sit down with Marcelo Calbucci—serial entrepreneur, former Amazon executive, and author of The PRFAQ Framework—to unveil a game-changing approach to product development and strategic clarity.Originally created at Amazon, the PRFAQ (Press Release and Frequently Asked Questions) is not just another planning tool—it's a vision-shaping, risk-reducing framework that helped Amazon launch some of its most successful initiatives. Marcelo shares how Amazon sellers, private label creators, and brand builders can adapt this internal methodology to validate ideas, align teams, and grow with intention.Whether you're launching your next product, pivoti...2025-04-0929 min
Product Mastery Now for Product Managers, Leaders, and Innovators534: Adapt Amazon’s innovation framework for product excellence – with Marcelo CalbucciUse the Press Release FAQ Framework to make better product management decisions
Watch on YouTube
TLDR
The Amazon PRFAQ framework is a powerful product strategy tool that helps teams “work backwards” from customer needs to create successful products. Unlike traditional approaches that start with solutions, this method begins by envisioning the finished product as if it already exists, forcing teams to clarify their vision, validate assumptions, and make better decisions before investing significant resources.
Key Topics:
The PRFAQ is a strategic document with three parts: press release (1 page), customer FAQs (1 page), and internal FAQs (4 pages)
The fram...2025-04-0717 min
Product Mastery Now for Product Managers, Leaders, and Innovators534: Adapt Amazon’s innovation framework for product excellence – with Marcelo CalbucciUse the Press Release FAQ Framework to make better product management decisions Watch on YouTube TLDR The Amazon...2025-04-0717 min
Chasing The InsightsMarcelo Calbucci on the PRFAQ FrameworkIn this episode of Chasing the Insights, I talk to innovative author Marcelo Calbucci. Marcelo talks to us about the PRFAQ Framework. Marcelo Calbucci is an accomplished entrepreneur, technologist, innovator, and author with over 25 years of experience driving change in the tech industry. His career spans some of the most influential technology companies in the world, including Microsoft and Amazon, where he held key leadership roles and contributed to high-impact projects. Marcelo is best known for his unique ability to bridge the gap between technical excellence and visionary entrepreneurship. He has founded and l...2025-04-0434 min
Mastering Tech Growth92% of Startups Fail – How To Use PRFAQ To Make Sure Yours Isn't One of Them with Marcelo CalbucciFor today’s episode, Mike is joined by Marcelo Calbucci, the author of PRFAQ Lab. He has been successfully growing startups for 18+ years and is a former Amazon exec. His book PRFAQ Lab breaks down the framework Amazon uses to determine whether an idea is viable and how to develop it. This framework has helped to ensure that in a world where 92% of start-ups fail, most of Amazon´s succeed. As do other start-ups that use the framework. If you want to learn how to de-risk your startup and build with confidence before you write a single lin...2025-04-0255 min
An Hour of Innovation with Vit LyoshinPRFAQ: The Secret Innovation Framework Used at Amazon | Marcelo CalbucciIn 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...2025-03-2839 min
Growth Hacking CultureThe Amazon Secret to Innovation: How to Build a System for Execution | Marcelo CalbucciWhy do most companies struggle with innovation? Because they don’t have a system to execute it.
Let's be honest, how many times have you heard a corporate leader talk about the importance of innovation, only to see absolutely nothing change? Innovation has become a buzzword, thrown around in boardrooms and strategy meetings, but often lacking any real substance. It's like everyone agrees it's crucial, yet most companies struggle actually to do it. A recent McKinsey report found that while 84% of executives say innovation is crucial for growth, only 6% are satisfied with their innovation performance. Think about that...2025-03-2640 min
The Team Engagement PodcastThree Tips to Infuse Energy into Your Team | Marcelo CalbucciMarcelo CalbucciMeet Marcelo Calbucci, a seasoned entrepreneur, technologist, and author with over 25 years of experience in the tech industry. Having held key leadership roles at Microsoft and Amazon, Marcelo has also founded and led multiple startups in Seattle and London, shaping the future of innovation and product strategy.As the author of The PRFAQ Framework, Marcelo shares his expertise in transforming ideas into impactful products. His name appears on 11 patents, highlighting his contributions to cutting-edge technology. Passionate about innovation, startups, and entrepreneurship, Marcelo empowers founders and product leaders to navigate the complexities...2025-03-2012 min
Rising Tide Leadership PodcastHow to Turn Big Ideas Into Action w/Marcelo Calbucci (Ep. 98)Unlock the leadership framework top innovators use! 🚀 In this episode, Marcelo Calbucci reveals how Amazon's PRFAQ method can transform your ideas into action. If you're a leader aiming to drive results, align teams, and lead with clarity, you can’t miss this! 💡 Ready to sharpen your leadership edge and turn vision into reality? How are you ensuring your leadership decisions inspire action? 🤔
#Leadership #Innovation #Productivity #AmazonLeadership #StrategicThinking #Influence #DecisionMaking #Storytelling #LeadershipDevelopment #VisionaryLeadership
2025-03-1741 min
The Customer Success PlaybookCustomer Success Playbook S3 E30 - Marcelo Calbucci - AI Friday and PRFAQSend us a textSummary: In the finale of their insightful series, the Customer Success Playbook podcast hosts Roman Trebon and Kevin Metzger engage with Marcello Calbucci to unpack how AI is influencing the PR FAQ framework. Marcello shares key strategies on leveraging AI for research and feedback while cautioning against over-reliance that may erode critical thinking. From AI's role in enhancing processes to maintaining originality in strategic planning, this episode offers practical takeaways for leaders aiming to innovate wisely and effectively.Detailed Analysis: Wrapping up an engaging series with Marcello...2025-03-1411 min
The Jeff Bullas ShowEver Heard of the PRFAQ? This Could Change the Way You Build Your Next Big IdeaMarcelo Calbucci is an entrepreneur, innovator, technologist, and author. He’s been building software products for over thirty years, having sold his first software at age fourteen. He has worked at Microsoft (Exchange Server & Bing) and Amazon (People eXperience & Technology), leading software engineering, product, data science, and UX. He has just released a book titled "The PRFAQ Framework." The book adapts Amazon Working Backwards' PRFAQ Framework to work for you. It's a complete system to develop the spark of an idea that helps you think, articulate, and inspire. He has founded six startups in...2025-03-1338 min
PM-MasteryMastering the PRFAQ Framework for Project Managers with Marcelo CalbucciSend us a textUnlock the secrets of effective project management in this engaging episode as we delve deep into the PRFAQ Framework—a powerful tool initially developed by Amazon. Join us as Marcelo Calbucci shares his insights into how the PRFAQ Framework can transform the way project teams articulate their visions and strategies. Forget standard project management conventions; it’s time to explore the narrative dimensions that storytelling brings into the mix.In this conversation, Marcelo breaks down the framework's two core components: the press release and the accompanying FAQs. By weaving a compelling narr...2025-03-1320 minThe Customer Success PlaybookCustomer Success Playbook S3 E29 - Marcelo Calbucci - Strategy FocusSend us a textSummary: In this engaging episode of the Customer Success Playbook podcast, hosts Kevin Metzger and Roman Trebon continue their deep dive with Marcello Calbucci, exploring how organizations can successfully integrate the PR FAQ framework. Marcello shares strategies for overcoming resistance to change, emphasizes the importance of writing in fostering critical thinking, and explains how the PR FAQ process can help teams kill ineffective ideas early, saving time and resources. If you're looking to drive smarter innovation and enhance your customer success playbook, this episode is a must-listen.Detailed...2025-03-1211 minThe Customer Success PlaybookCustomer Success Playbook S3 E28 - Marcelo Calbucci - PRFAQSend us a textSummary: In this dynamic episode of the Customer Success Playbook podcast, hosts Roman Trebon and Kevin Metzger sit down with Marcello Calbucci, technologist, innovator, and author of the PR FAQ framework. Together, they unpack how Amazon's Press Release and Frequently Asked Questions method fosters innovation and sharpens strategic decision-making. Marcello shares his journey, the power of collaborative input, and why the PR FAQ can be a game-changer for organizations striving for customer success. Whether you're a startup founder or an enterprise leader, this episode is packed with actionable strategies to elevate...2025-03-1007 min