In 2004, a decade after the company’s founding, Amazon also changed its approach to funding innovative initiatives and running proposal discussions. Today, every plan and every proposal—especially those for two-pizza teams—begins with a six-page memo. The memo opens with a visionary one- or two-page press release of the benefits the initiative would create for customers. Very much like the user stories in any agile backlog, mock press releases describe targeted customers, the benefits they are seeking, the frustrations they have experienced with previous solutions, and the advantages of the new Amazon approach.