Amazon does this neat little trick I really appreciate. They start the development of new products by writing the press release first. How clever! It is even a great way to experiment with product validation. If a certain metric is hit, it actually gets developed. And you'll likely have your first ambassadors too. Great for collaborating on the feature-set and design. All this before you write a single line of code. Now admitted, this only works for a corporate that has a certain reach. But still, pretty cool.