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Once the press release and FAQ are created the marketing team can layout their vision which is then passed to the product department to document the functional specifications, wire diagrams, and technical requirements for the engineering team to develop and the QA team to test against.
At the end of the day, though, it's a company's corporate culture that drives the success of their products. At Amazon, their corporate culture focuses on what the customer wants. This "the customer is always right" mentality may seem obvious, but it really does depend on each company's DNA. When I worked at Apple, our priority was to provide the best possible user experience (UX) and customer experience (CX).