Internal tools fail when no one asks whether they're worth building. Write the PR/FAQ as if the tool were a product and your colleagues were the customers - because they are.
- 01
Headline
One verb-driven line naming the customer or the change. Write it as a journalist would, not a tagline.
Example
Pipeline gives every engineer a one-command path from commit to production.
- 02
Sub-headline
One sentence: who it's for and the outcome they get.
Example
For our platform team's internal users, Pipeline removes the deploy guesswork.
- 03
The problem
Describe what the customer struggles with today - concrete and specific, before the solution.
Example
Deploys depend on tribal knowledge and a few people; everyone else copies a runbook and hopes.
- 04
The solution
Explain how the product solves the problem, in plain language a customer would understand.
Example
Pipeline standardizes build, test, and deploy behind one command with safe defaults and clear rollbacks.
- 05
Customer quote
A fictional but honest quote, present tense - it should only make sense if the product is genuinely good.
Example
I shipped my first change on day two without asking anyone how deploys work.
- 06
Customer FAQ
Answer what a real customer asks: price, how to start, what they need, how it differs from what they use now.
Example
Why not just buy a CI tool? Off-the-shelf tools don't encode our environments and guardrails - Pipeline wraps them so the right way is the easy way.
- 07
Stakeholder FAQ
Answer the harder questions: build cost, the single biggest risk, why now, and what has to be true to succeed.
Example
Biggest risk? Adoption - an internal tool nobody uses is pure cost. If teams route around it, the build wasn't justified.
Generate a PR/FAQ from your idea
Skip the blank page. Answer a short guided interview and Working Backwards fills the whole thing in - free to start.
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