(2023-01-18) Critchlow How To Write An Amazonstyle Narrative Memo

Tom Critchlow: How to write an Amazon-style narrative memo (Amazon Meeting Memo). There are a ton of guides on how to write a 6-page Amazon-style memo but most of them are not very useful - they focus on the formulaic structure and rules rather than how to write an effective narrative.

Firstly, Business Writing Basics

when you’re describing business results (outcomes), be specific and measurable.

How to write a good memo

Here are the four ways that I often see narrative memos trip up:

• You don’t give enough context for the situation, so people don’t understand correctly what you’re doing, the magnitude of impact or why they should care
• You bury your asks in paragraphs of text
• You outline opportunities or asks without situating them in business value
• You ask for resources without evidence that you’ll be able to use the resources to meet your goals

#1 Situation & Context

Every narrative memo is supposed to have an introduction and a state of the business section. But despite this, it’s often the weakest part of the narrative. (strategic context)

good strategy consists of a diagnosis, guiding policy and coherent action. This diagnosis should not be under-estimated

#2 Focus on What’s Important

According to the strict Amazon style guide you’re not allowed to use bullet points but I think that’s a bit heavy handed. (I’d go so far as to venture that the all-time greatest AND worst narrative memos don’t use bullet points

Questions to ask yourself about the structure:

• Have I summarized the document by putting the “headline items” at the start of the memo?
• Have I summarized every paragraph by starting with a key phrase that summarizes the key point of the paragraph?

#3 Tie to Business Value

you need to ensure that you’re not venturing ideas, you’re venturing a business case.

are you talking about revenue and margin instead of clicks and rankings?

#4 Evidence & Credibility

If you’re proposing a course of action, a strategy or an investment you should be clear-eyed and realistic.

What leaps of faith are required to believe that this strategy can come to life? How can I present evidence that we’ll overcome these?

Tenets are a unique opportunity

If you’re writing a powerpoint presentation - there isn’t typically room for a section that says “here are my beliefs about the world” or “here’s my mental model for the project”. But tenets are exactly that - they allow you to articulate a kind of north star and operating principles for the work ahead.

there are a lot of out-dated or flat-out-wrong idea about SEO, especially with senior executives! So tenets are a good way to properly outline (and justify!) your foundational beliefs and principles for an effective SEO program.

Articulating these foundational beliefs / guiding principles allows us to get deeper alignment (What if people disagree with them? Does that become a distraction/tangent?)

Finally, re-write and edit!

they mistakenly believe a high-standards, six-page memo can be written in one or two days or even a few hours, when really it might take a week or more!