For new initiatives a product manager typically starts by writing
an internal press release announcing the finished product. The
target audience for the press release are the new/updated
product’s customers, which can be retail customers or internal
users of a tool or technology. Internal press releases are
centered around the customer problem, how current solutions
(internal or external) fail, and how the new product will blow
away existing solutions.
If the benefits listed don’t sound very interesting or exciting to
customers, then perhaps they’re not (and shouldn’t be built).