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From Mike Miller <>
Subject Re: We need a better slogan
Date Thu, 12 Jun 2014 19:59:23 GMT
I like it.  I think that Apache CouchDB should lead us into the
post-Snowden, net neutrality era.  I once heard it described as, "what the
internet was supposed to be."


On Thu, Jun 12, 2014 at 12:52 PM, Sebastian Rothbucher <> wrote:

> Hi Jan,
> Great idea!
> Not sure if s/o else claims/owns it, but what about "the Web in YOUR hands"
> Good luck
>     Sebastian
> Von meinem iPhone gesendet
> > Am 12.06.2014 um 21:31 schrieb Jan Lehnardt <>:
> >
> > Apache CouchDB™ is a database
> > that uses JSON for documents,
> > JavaScript for MapReduce indexes,
> > and regular HTTP for its API
> >
> >
> > What a bunch of baloney! I only say this because I helped to write and
> publish this. Noah and I developed this in the running up of the 1.2.0
> release that coincided with the new website that was meant to be a
> watershed-the-draught-years-are-over release. I think it fulfilled its
> purpose, but it won’t suffice today.
> >
> > The CouchDB slogan, or byline, or motto is titling all our public
> communication: It’s the first thing thousands of visitors on our website
> see. It is the first line in all our board reports and it is the
> introduction in all our release announcements. It’s the one sentence that
> gets quoted the most and as it stands it is a wasted opportunity, as it is
> not sticky, not memorable and not aligned with our goals.
> >
> > We need a slogan that rolls of anyones tongue. We need a slogan that
> captures succinctly what makes CouchDB unique. We need a slogan that
> captures our values.
> >
> > I realise that this is a MAJOR bike-shed and that’s why I am bringing
> this up here rather than dev@ for now. I’ve tried dev@ before and it
> didn’t go anywhere. My strawperson proposal there was “CouchDB,a database
> that replicates” and while that is a lot sickier, doesn’t really help
> either.
> >
> > Over drinks with Noah and Dave in Berlin last winter we improvised a few
> slogans that would capture the (what we think) value of CouchDB, rather
> than the technicalities of it. The last thing we arrived at is “CouchDB
> puts the data in your hands.”. It isn’t perfect, but better what we have
> now and it opens us up to fill in all the background story that we need to
> make that claim: capture the ecosystem of Couch-Replication compatible
> projects and the distinct values of their interoperability.
> >
> > What I’d like to see in this group to take this proposal and evolve it
> into something we are all comfortable with. We can then prepare all our
> public facing properties to reflect the changes and see how that goes.
> >
> > I deliberately steer this away from a website redesign, or major rework
> on our messaging or even a lengthy philosophical debate on “the why of
> CouchDB” in order to actually just figure out a better slogan that we can
> use to move forward.
> >
> > What do you think? :)
> >
> > Best
> > Jan
> > --
> >

Mike Miller
Co-Founder, Chief Scientist
Cloudant, An IBM Company
617-308-3110 mobile

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