For new initiative, the process begins with a formidable task: A product manager must write an internal press release announcing a finished product.

Internal press releases are centered around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions,

McAllister goes on to share a sample outline for an internal press release:

Heading: Name the product in a way the reader (i.e., your target customers) will understand.

Subheading: Describe who the market for the product is and what benefit they get. One sentence only underneath the title.

Summary: Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good.

Problem: Describe the problem your product solves.

Solution: Describe how your product elegantly solves the problem.

Quote from You: A quote from a spokesperson in your company.

How to Get Started: Describe how easy it is to get started.

Customer Quote: Provide a quote from a hypothetical customer that describes how they experienced the benefit.

Closing and Call to Action: Wrap it up and give pointers where the reader should go next.

When building major products, it's easy to get carried away with trying to add new features or address minor details, a problem known in project management as "scope creep."

By working backwards, you get the chance to work on your idea and flesh it out. But you're also forced to put it to the test. After writing and rewriting, refining and reiterating, it will become clear if the idea is really worth pursuing. That clarity often helps you to let go of mediocre ideas so you can concentrate on great ones.