How the PRFAQ Made Amazon Great (And Can...

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 PRFAQs to your own company, and the real difference between outputs and outcomes.

In this episode, you will:

• Discover why PowerPoint-based strategies often lead to shallow thinking and misalignment
• Learn how Amazon's six-page PRFAQ framework drives innovation and clarity
• Understand the structure of a PRFAQ—and why it starts with a future-facing press release
• Explore the critical cultural shifts needed to make frameworks like PRFAQs work
• Compare PRFAQs with OKRs and PRDs—and learn when to use each
• Unpack the process Amazon uses to critique and improve strategy docs in real time
• Hear practical advice on adapting the PRFAQ process to your startup, even as a solo founder

Whether you're pre-launch or scaling fast, this episode gives you a blueprint for thinking deeper and aligning your team.

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Key links

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Learn more about Chris and Yaniv

Work 1:1 with Chris: http://chrissaad.com/advisory/

Follow Chris on Linkedin: https://www.linkedin.com/in/chrissaad/

Follow Yaniv on Linkedin: https://www.linkedin.com/in/ybernstein/

Producer: Justin McArthur https://www.linkedin.com/in/justin-mcarthur

Intro Voice: Jeremiah Owyang https://web-strategist.com/