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nexus/sreweekly/articles/285/07-what-makes-public-posts-about-incidents-different-from-analysis-write.html
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<h1 class="entry-title" itemprop="headline">What makes public posts about incidents different from analysis write-ups</h1><div class="entry-meta">By <span class="posted-by vcard author" itemtype="https://schema.org/Person" itemscope="itemscope" itemprop="author"> <a title="View all posts by John Allspaw"
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John Allspaw </span>
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/ <span class="posted-on"><span class="published" itemprop="datePublished"> August 22, 2021 </span></span></div>
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<p><span style="font-weight: 400;">We have written </span><a href="https://www.adaptivecapacitylabs.com/blog/2018/10/08/the-multiple-audiences-and-purposes-of-post-incident-reviews/"><span style="font-weight: 400;">before</span></a><span style="font-weight: 400;"> that documents written about an incident can take many forms and structures, depending on the author(s), purpose, and target audience.</span></p>
<p><span style="font-weight: 400;">The goal of this post is to describe what makes public-facing articles that companies publish about incidents different from internal write-ups representing an effective </span><a href="https://www.adaptivecapacitylabs.com/incident-analysis-training-and-coaching/"><span style="font-weight: 400;">incident analysis</span></a><span style="font-weight: 400;">, and a rationale for why this difference matters.</span></p>
<p><span style="font-weight: 400;">While many companies often share details about incidents they’ve experienced, some provide more compelling stories than others and, as a result, can generate a lot of attention from software engineers working elsewhere. An example would be </span><a href="https://blog.cloudflare.com/details-of-the-cloudflare-outage-on-july-2-2019/"><span style="font-weight: 400;">this summary that Cloudflare wrote</span></a><span style="font-weight: 400;"> about an incident they experienced in July of 2019. We’ll discuss what makes an article like that one more captivating (and discussion-provoking) than others in another post. </span></p>
<h4><strong>Characteristics of <i>internal </i>incident analysis write-ups</strong></h4>
<h5><b>Audiences</b></h5>
<p><span style="font-weight: 400;">Internal write-ups tend to be written with boots-on-the-ground practitioners in mind, although in some cases, they can also be written for </span><b>leaders</b><span style="font-weight: 400;"> in the company as the primary audience (see below).</span></p>
<h5><b>Purposes</b></h5>
<p><span style="font-weight: 400;">The purpose of an (effective) internal write-up is to represent the richest understanding of the event for the broadest possible audience of internal, hands-on staff so that they may benefit from the experience. </span></p>
<p><span style="font-weight: 400;">These benefits would include things such as:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">An informative description of how the various mechanisms, composition, and dynamics of the technical systems involved in the event work &#8212; what they’re expected to do, what their relevant history entails, etc.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A better understanding of what operational vulnerabilities, fragilities, or surprises can show up in these </span><i><span style="font-weight: 400;">below-the-line </span></i><span style="font-weight: 400;">bits.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A richer picture about what to look out for in designing or operating similar systems in the future.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A better understanding of what was difficult for people as they wrestled with what was happening in the event &#8212; and what made those difficulties&#8230;difficult.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A greater appreciation for what pitfalls or minefields exist to lead them to a mistaken understanding, what options they might generate for taking actions to remedy the situation, what options are </span><i><span style="font-weight: 400;">not </span></i><span style="font-weight: 400;">available to them, what steps may make the situation worse, etc.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">When the audience is primarily for leaders and management (not hands-on practitioners), the write-up&#8217;s sheer existence often demonstrates that boots-on-ground staff are exercising </span><i><span style="font-weight: 400;">due diligence</span></i><span style="font-weight: 400;">.</span></li>
</ul>
<p><span style="font-weight: 400;">Even when the write-ups are aimed at practitioners as the audience, the primary purpose can be a demonstration that those responsible for the technical areas (sometimes called “owners”) are doing</span><i><span style="font-weight: 400;"> something </span></i><span style="font-weight: 400;">about the incident, almost always in the form of follow-up “action items.” In these cases, the narrative takes a back seat and rarely contains detailed descriptions of the event from multiple perspectives.</span></p>
<h5><b>Content</b></h5>
<p><span style="font-weight: 400;">Because the audience for internal write-ups are “insiders” who (potentially) have more historical context (and access to background materials), the actual content of the narrative tend to include things such as:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">shorthand names or jargon familiar to people who work at the company</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">links to other internal systems (wikis, diagrams, ‘runbooks’, dashboards and other related tooling, bug tracking, etc.)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">graphic representations of the systems involved</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">the names of the authors</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">the data they collected for the analysis, and the methods they used</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">the number of people or names of teams who responded to the event, when they joined or left the response</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">What they actually </span><i><span style="font-weight: 400;">did</span></i><span style="font-weight: 400;"> during the incident, as they: </span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">tried to make sense of what was happening </span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">generated and discussed potential hypotheses</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">came up with options on what actions to take and what ramifications those options might have</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">discussed trade-offs or dilemmas they might be facing</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">(etc.)</span></li>
</ul>
</li>
</ul>
<p><span style="font-weight: 400;">These internal write-ups are almost always written by </span><b>practitioners</b><span style="font-weight: 400;">, not by people in departments such as PR, Legal, Marketing, or Finance.</span></p>
<h4><strong>Characteristics of <i>public-facing </i>articles about incidents</strong></h4>
<p><i><span style="font-weight: 400;">In some cases, companies will send descriptions confidentially about incidents to paying customers as part of their contractual obligations. While these (sometimes called “RCA”s) tend to be similar to those posted for the general public, I’m focusing here on articles or blog posts available to anyone to read.</span></i></p>
<h5><b>Audiences</b></h5>
<p><span style="font-weight: 400;">Almost exclusively, these pieces are written for readers who do </span><b>not </b><span style="font-weight: 400;">work at the company, including:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Customers of the service (both current and potentially new)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Journalists and others looking to report on the event in the media</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Technology analysts (Gartner, Forrester, etc.)</span></li>
</ul>
<p><span style="font-weight: 400;">While they are not often acknowledged as an audience, engineers working at other companies do read public posts about incidents, especially those with technical details. In this way, these descriptions can serve &#8212; albeit in a minor way &#8212; as a passive recruiting effort by ‘pulling back the curtain’ a bit on what work looks like at the company writing it.</span></p>
<h5><b>Purposes</b></h5>
<p><span style="font-weight: 400;">The purpose of public posts about incidents is, ostensibly, to provide readers </span><i><span style="font-weight: 400;">enough</span></i><span style="font-weight: 400;"> detail (but no more than that) about the event that satisfies them that the incident is understood by the company. The idea is to restore the (potentially shaken) confidence of the audience. </span></p>
<p><span style="font-weight: 400;">This effort is a means to an end: customers continue paying, new customers are undeterred, and tech analysts will take the ‘transparency’ into account when they write their assessments of the business’ services.</span></p>
<p><span style="font-weight: 400;">As a result, the sentiment typically expressed in public posts is in the form of:</span></p>
<p style="padding-left: 40px;"><i><span style="font-weight: 400;">“We know what has happened, and we’re fixing it. We understand this was disruptive for you as customers, and we apologize for that.”</span></i></p>
<p><span style="font-weight: 400;">This characterization is obviously thin; the point is to underscore that the primary driver for posting publicly about the event is to signal to outsiders that the </span><i><span style="font-weight: 400;">inside</span></i><span style="font-weight: 400;"> of the organization acknowledges that the event took place and that they’re paying attention to it. This is a completely reasonable action to take from a business perspective. In many cases, messaging like this is also driven by legal/contractual obligations.</span></p>
<p><a href="https://www.adaptivecapacitylabs.com/wp-content/uploads/2021/08/nothing-to-see-b01289.jpeg"><img decoding="async" class=" wp-image-5263 aligncenter" src="https://www.adaptivecapacitylabs.com/wp-content/uploads/2021/08/nothing-to-see-b01289.jpeg" alt="" width="574" height="323" /></a></p>
<p><span style="font-weight: 400;">In any case,</span><i><span style="font-weight: 400;"> restoring confidence</span></i><span style="font-weight: 400;"> is the core rationale of public posts, above all others.</span></p>
<h5><b>Content</b></h5>
<p><span style="font-weight: 400;">Public posts are very often </span><i><span style="font-weight: 400;">cherry-picked</span></i><span style="font-weight: 400;"> from the stream of incidents the company experiences, and typically are written about severe and/or high-profile events. The content of these posts commonly include a few characteristics:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">They almost always include some form of </span><i><span style="font-weight: 400;">apology</span></i><span style="font-weight: 400;">. This is often accompanied by a commitment to future improvement in order for the event to “never happen again” and high-level descriptions of what actions the company intends to take to make good on this commitment.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">They are often written (or at the very least edited and/or approved) by staff who are </span><i><span style="font-weight: 400;">not </span></i><span style="font-weight: 400;">hands-on practitioners, often by folks working in PR, Legal, Marketing, or Finance.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">They almost never contain shorthand names or jargon known only to internal staff, unless it’s critically necessary for the narrative.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">They (obviously) do not link to relevant internal systems for readers to learn more about details (wikis, diagrams, ‘runbooks’, dashboards and other related tooling, bug tracking, etc.).</span></li>
</ul>
<p><span style="font-weight: 400;">Something notable about public posts about incidents includes what they </span><i><span style="font-weight: 400;">do not contain. </span></i><span style="font-weight: 400;">They very rarely </span><i><span style="font-weight: 400;">link to other public posts about incidents published in the past</span></i><span style="font-weight: 400;">. To make a connection from one incident to another (for example, a “repeat” incident) would undermine a core purpose of public posts: to assure the audience that the incident is sufficiently understood and future prevention is “ensured.”</span></p>
<h4><strong>Again: so what?</strong></h4>
<p><span style="font-weight: 400;">To be clear: it’s not only reasonable that public-facing write-ups differ from what internal analyses look like, it would be surprising if they weren’t! Code comments, commit messages, and wiki docs all focusing on the same bit of tech also aren’t mirrors of each other either, because they take into account the context a potential reader might have.</span></p>
<p><span style="font-weight: 400;">It can be tempting to read about another company’s incident and assume that the story presented represents the story insiders also have about the event. There will certainly be commonalities between the two versions, but the quality of detail needed to restore confidence has to meet a much lower bar than the quality of detail aimed at enabling an engineer to better understand the world they’re working in currently and in the future.</span></p>
<p><span style="font-weight: 400;">Here are some questions that come to mind for me when I read public articles about incidents&#8230;</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">What details (as an engineer) seem to be glossed over in the description? What would I want to know more about? If I were to ask the author for this detail, can I imagine they’d offer it? </span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">What elements of the piece stick out to me that are </span><i><span style="font-weight: 400;">not</span></i><span style="font-weight: 400;"> often found in public posts, such as diagrams, screenshots, snippets of log lines or other things that people shared with each other as they tried to understand what was happening? I’m always curious about what brings some authors to include these bits in some cases and not in others.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Do I read any </span><i><span style="font-weight: 400;">couched language</span></i><span style="font-weight: 400;"> intended to paint a rosier picture than what customers experienced? </span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Can I see relevant connections (even if the author doesn’t explicitly make a connection) between this particular event and </span><i><span style="font-weight: 400;">previous</span></i><span style="font-weight: 400;"> ones at the same company?</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Is there anything in the description about what was </span><i><span style="font-weight: 400;">difficult, ambiguous, scary, or confusing </span></i><span style="font-weight: 400;">for them in handling the case &#8211; or is the article mostly about the technical mechanism</span> <span style="font-weight: 400;">of the event?</span></li>
</ul>
<p><span style="font-weight: 400;">Perhaps the greatest value of public-facing posts about incidents (at least for me) isn’t the great effort companies make to restore my confidence in the service, but that it&#8217;s an opportunity to generate new and better questions and community discussion about incidents in general? ????</span></p>
<p><strong>UPDATE:</strong> <a href="https://www.thevoid.community/" target="_blank" rel="noopener">The Verica Open Incident Database (VOID) has now launched!</a> Their initial report is <a href="https://www.thevoid.community/report" target="_blank" rel="noopener">here</a>. What sort of questions come to <em>you </em>when reading these public posts?</p>
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