A PRD is not a spec dump — it's an alignment tool. A good one answers why before what, so everyone builds toward the same outcome.
Open with the problem statement and the user, not the solution. If the reader can't restate the problem in one sentence, the PRD has failed.
State the metrics that will tell you if this worked — before you build. 'Cut lead response from 24–78h to 30–60m' is a target you can hold the product to.
Explicitly list what you are NOT doing. Non-goals prevent scope creep and save the most arguments.
The SalesEdge PRD ran to a full 15-week execution plan — but its power was the first page: a crisp problem statement and measurable targets that every later decision could be checked against.
Write the PRD so a new engineer, designer, or exec can read it once and know exactly what success looks like and why it matters.
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