The brochure problem

Technical teams write for peers. Reporters need a sentence their editor understands. Both can be true if you separate layers.

One-page brief structure

  1. User outcome — cheaper, faster, safer, or newly possible. Pick one.
  2. What changed under the hood — one paragraph, jargon allowed.
  3. What did not change — bridges, custody, token, or UX that stays put.
  4. How to verify — block explorer, docs commit, status page.
  5. Who can talk on record — engineer + PM, available same day.

Crypto example

For an L2 fee reduction: lead with the median transaction cost before/after on a named action (swap, mint), not "throughput improvements."

Quote test

If the founder quote still works after deleting every brand name, it is probably a slogan. Rewrite until the upgrade is visible in the sentence.