# PRD: Public Homepage Messaging

## Summary

ThinkWork needs a public homepage that makes one idea instantly clear:

**ThinkWork makes agent infrastructure easy without giving up ownership of the harness.**

The homepage should not read like a generic agent platform site.
It should not lead with category soup.
It should not sound like a thinner version of a hosted managed-agents product.

It should establish ThinkWork as:
- an **open harness for AI work**,
- deployed in the customer's **own AWS account**,
- with **threads** as the system of record,
- **memory** as the portable context layer,
- and **control** as the governance boundary.

## Why this matters now

Anthropic Managed Agents makes the hosted harness pitch much stronger:
- infrastructure is hard,
- we already solved it,
- use our managed runtime.

That message is powerful because it speaks to a real pain.

ThinkWork's homepage must answer that pain directly without conceding the premise that the easiest path requires giving up the harness.

The homepage needs to say, in effect:

**Yes, agent infrastructure is hard. ThinkWork makes it easy. You still own it.**

## Problem with the current public story

Current messaging is directionally solid, but still too soft in a few ways:

- “agent platform” language is too broad and easy to collapse into commodity infrastructure
- the open / owned / portable angle is present but not sharp enough
- memory portability is not yet front-and-center
- the relationship between threads, memory, agents, connectors, and control is not yet compressed into one hard-hitting homepage narrative

This becomes more dangerous as hosted vendors improve their harness story.

## Homepage goal

A visitor should understand three things in under ten seconds:

1. **ThinkWork is easy to deploy and operate**
2. **ThinkWork lives inside your AWS account**
3. **ThinkWork gives you an owned, portable work system instead of a black-box hosted runtime**

## Core message

### Primary line

**ThinkWork makes agent infrastructure easy without handing the harness to a black-box vendor.**

### Supporting truths

- Five commands. One AWS account. Production-grade agent infrastructure.
- Threads run the work.
- Memory carries context forward.
- Control keeps the system safe.
- Connectors bring the outside world in without becoming the product contract.

## Strategic framing

The homepage should frame ThinkWork as a product for teams who have crossed a line:

They are no longer experimenting with prompts.
They are building operational AI work systems.

That means they need:
- durable work records,
- reusable agent runtime,
- memory they can inspect and port,
- deployment inside their own boundary,
- and governance that survives beyond the demo.

This is why ThinkWork should be framed as **open infrastructure for AI work**, not merely an orchestration layer.

## Audience

Primary audience:
- technical founders
- platform teams
- internal AI/product teams
- AWS-native engineering orgs
- enterprises that care about control, portability, compliance, and procurement

Secondary audience:
- builders comparing ThinkWork to hosted managed agent products
- teams deciding whether to build their own harness or buy one

## What the homepage should emphasize

## 1. Easy infrastructure

Anthropic is right that infrastructure is hard.
ThinkWork should not deny that.
It should answer it.

The homepage should show that ThinkWork is the fast path for AWS-native teams.

Proof points:
- CLI-first deploy
- five-command quick start
- production-grade defaults
- no Kubernetes
- no custom control plane to invent

## 2. Ownership without pain

This is the real wedge.

ThinkWork should make it obvious that customers do not have to trade away ownership in order to get convenience.

Proof points:
- deploys into your AWS account
- no SaaS control plane
- threads and data live in your systems
- memory contract belongs to ThinkWork, not a backend vendor
- controls and audit stay in the customer boundary

## 3. Threads as the system of record

This is one of the strongest product ideas and should be visible on the homepage.

Threads are not a chat UI detail.
They are the durable record of work across:
- conversations,
- tasks,
- automations,
- and connector events.

## 4. Memory as portable context

Memory should not be framed as hype or vendor magic.

It should be framed as:
- harness-owned carry-forward context
- inspectable and portable
- stable above changing backends

The homepage should hint at this without becoming overly technical.

## 5. Control as a first-class product surface

ThinkWork should look like something adults can trust.

That means highlighting:
- budgets
- guardrails
- auditability
- deployment boundary
- policy and governance

## What the homepage should avoid

- generic “agent platform” buzzwords
- overclaiming autonomous super-agents
- black-box magic language
- deep infrastructure diagrams above the fold
- category soup like “agents + RAG + workflows + copilots + orchestration”
- leading with “Knowledge” as the top-level concept

## Homepage structure

## 1. Hero

Goal: compress ease + ownership + differentiation.

### Hero option A

**Open agent infrastructure, minus the infrastructure headache.**

ThinkWork makes agent infrastructure easy in five commands, while keeping threads, memory, and control inside your AWS account.

### Hero option B

**Own the harness, not just the prompt.**

ThinkWork gives you production-grade agents, memory, connectors, and control without a black-box SaaS runtime.

### Hero option C

**Agent infrastructure made easy, not opaque.**

Deploy ThinkWork into your AWS account and run AI work on an open, thread-native harness you actually control.

### Hero CTAs

- Get started
- View on GitHub
- Read the architecture

## 2. Proof strip

A short row immediately under hero:

- Five-command deploy
- Runs in your AWS account
- Open source core
- Threads + Memory + Control built in

## 3. Why ThinkWork

Three cards:
- **Easy to deploy**
- **Own your harness**
- **Portable by design**

## 4. System model

A simple visual or short explainer:

**Threads → Memory → Agents → Connectors → Control around everything**

The goal is not architecture completeness.
The goal is conceptual clarity.

## 5. Comparison section

A soft competitive section without naming anyone in the hero.

Suggested framing:

### Hosted managed agents are convenient
And that convenience is real.

### But convenience should not require surrendering the harness
ThinkWork is for teams that want the easy path without giving up ownership of runtime, memory, and control.

## 6. Quick start block

Show the five-command path.
This is critical because it answers the “infra is hard” objection with proof.

## 7. Core concepts section

Cards for:
- Threads
- Agents
- Memory
- Connectors
- Automations
- Control

But the copy should be tighter and more differentiated than the current placeholder docs grid.

## 8. Trust / deployment boundary section

Spell out:
- runs in your AWS account
- no shared control plane
- auditable
- model/backend choices remain yours

## 9. Footer CTA

Suggested:
- Deploy ThinkWork
- Read the docs
- Compare approaches

## Copy principles

- short sentences
- no hand-wavy AI futurism
- opinionated language
- prove ease quickly
- repeat ownership without sounding paranoid
- use portability as strategic value, not ideology

## Phrases to use

- open harness
- own the harness
- your AWS account
- easy agent infrastructure
- thread-native AI work
- portable memory contract
- no SaaS control plane
- production-grade in five commands

## Phrases to avoid

- agent platform
- orchestration layer
- enterprise AI workflows
- knowledge module
- AI employees
- autonomous coworkers

## Required follow-on work

This homepage depends on the rest of the public docs staying consistent.

Follow-on tasks:
- align README with homepage language
- align docs landing page with homepage language
- align Memory docs around Memory, not Knowledge, as the umbrella concept
- add a comparison page for owned harness vs hosted managed agents

## Success criteria

The homepage is successful if a serious buyer immediately understands:
- ThinkWork is easy to deploy
- ThinkWork is not a black-box vendor runtime
- ThinkWork keeps the work system inside the customer's boundary
- ThinkWork is about threads, memory, and control, not just model calls

## Bottom line

The homepage should make ThinkWork feel like the obvious answer for teams who want agent infrastructure to be both easy and owned.

Not hosted by default.
Not complex by default.
Not generic by default.

**Easy, open, portable, and under your control.**
