Also called: Cover Story, Newspaper Headline
Alternative plays: 20-Year Brand Roadmap, Objectives and Key Results
Follow-up plays: Design Principles, Future-Back Planning, Objectives and Key Results
Timing: Planning
Origin: Introduced by Jeff Bezos
Prep time
5 minutes
Run time
60 minutes
Group size
2-12
Why: Foster visionary thinking, align team on a desired outcome, and promote proactive problem-solving
When: Conduct the exercise at the outset of a new project or development cycle to shape its direction and maintain focus
This workshop exercise is part of the Workshop Patterns printed card deck.
A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.
Reserve your deck!Instructions for running this play
- Set the Scene. Introduce the challenge of writing a press release for a newspaper, asking participants to imagine a future where your product/service has achieved its goals and made the world a better place.
- Split participants into groups of 2-3 who will write their press release together. The press release should include the product name, target audience, problem solved, product details, unique selling point, quotes from users, and how to get started.
- Write. Allow 20-30 minutes for writing and sketching, focusing on the product’s positive impact and user experience.
- Share & finalize. Share the press releases, choose the best elements, and compile into a final draft. The goal is to envision a successful future and align the team on the path to get there.
Instructions for running this play
- Set the Scene. Introduce the challenge of coming up with the headline of a newsspaper article, describing a future where your product/service has achieved its goals and made the world a better place.
- Split participants into groups of 2-3 who will write their newspaper headline. The headline can include any of the following: the product name, target audience, problem solved, product details, unique selling point, quotes from users, and how to get started.
- Write. Allow 5-10 minutes for group work, focusing on the product’s positive impact and user experience.
- Share & finalize. Share the headlines, choose the best elements, and compile into a final draft. The goal is to envision a successful future and align the team on the path to get there.
Tips to perfect this play
Master and adapt the play to fit your context and needs.
Tip: Role-playing
Encourage participants to role-play as different audience personas when writing their press release to ensure a user-centric approach to problem-solving.
Tip: Conversations over perfection
You are not looking for the perfect press release; the conversation is as important as the final product
Tip: Just a headline
A trimmed down version of this exercisse only focuses on creating the headline of the press release.