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From Johs Ensby <>
Subject Re: New motto?
Date Sun, 09 Nov 2014 07:28:23 GMT
Joan and Noah,
thanks for straightening out the “one word slogan” issue for me.

And thanks for the video, it’s a great one!
Simon Sinek also makes a good introduction to Jeff Moore’s over 20 year old book which is
still the bible of hightech marketing.
That book BTW has a recipe for doing an elevator pitch that I have used a lot.

If the chase for the motto fails, I would recommend an attempt to make an elevator pitch according
to Moore’s recipe.

I support very much the visionary “why” with an emotional rather than rational appeal.
The message content and how it APPEALS to the target group is the clue.

Defining the target group might help. There are many target groups that don’t find the same
things appealing.
Just imaging communicating to
the head of technology in a huge corporation
the teenage web developer that is on the brink of mastering html5 is looking for an all-in-one
the mid-career IT professional trying to make some choices on what to invest time in to secure
an interesting job for the next 10 years
the entrepreneur that just got great support for a prototype and wants to conquer the world,
now that he/she has the funding for it

I deliberately omitted the CouchDB enthusiasts, since they are onboard anyway, their only
concern is that CouchDB break the sound barrier and reach the big audience.

Should we try to define a “persona” that could represent the audience that we need to
get onboard the CouchDB movement to “cross the chasm”?
I would think that what is lacking is a steady stream of success cases where the unique strength
of easy replication is demonstrated.
Who are the people that would make CouchDB acceptable to the early majority?


> On 08 Nov 2014, at 19:24, Joan Touzet <> wrote:
> Just to state that I'm not proposing "liberate" and that I don't
> have any solid proposals to provide. I think Johs responded to me
> when he meant to respond to Noah. :)
> I don't have any particularly strong feelings one way or another.
> I do feel a responsibility to provide references to historical and
> sociological context of terms we're considering, however, and will
> strive to fill in the gaps where I see them.
> -Joan
> ----- Original Message -----
> From: "Noah Slater" <>
> To:
> Sent: Saturday, November 8, 2014 12:33:07 PM
> Subject: Re: New motto?
> I don't think we need a one word slogan. Not sure if anybody actually
> suggested that.
> I also don't think "Freedom" or "Liberty" should be the words we use.
> I very specifically thought that "liberate" was the word we ought to
> use because it describes what Couch lets you do. It lets you liberate
> your data. That can mean so many things, from being able to filter it
> and transform it, through to being able to move it between locations,
> and keep everything in sync.
> Note. I don't think our slogan should just be "Liberate". But that our
> slogan could be something like "CouchDB. Liberate your data." The key
> here is that we're describing what you'll be able to do with your data
> by using our sync protocol.
> Please watch this video on "Start With Why" by Simon Sinek:
> It will help you understand why I think we have to reach higher than
> sync/replication. We need to communicate WHY we're building a sync
> protocol. Like, why is it even important? Why are we all here?
> If we can communicate that, our brand and our messaging will be so
> much more powerful. We'll attract people EMOTIONALLY. People who feel
> like they belong because they share our goals/values.
> Why is the sync protocol important to you? (Yes you, reading this
> email.) What's the VALUE? What motivates you to contribute to CouchDB
> by participating on this list? What does the sync protocol get you?
> What is it enabling for you?
> Open invitation to answer this...
> On 8 November 2014 06:39, Johs Ensby <> wrote:
>> Joan,
>> “Liberate” has the right mixture of connotations and meanings for most of us,
I guess, but related to CouchDB, no, it’s so grand that it won’t stick.
>> Imagine a car manufacturer calling their new model “Liberate” or “Liberation”.
Or the creator of a new parfume. Or a a political campaign.
>> It would work, but the word is just to grand and important to most people to associate
with a car, parfume, political candidate or a database.
>> This is reaching faaaar to high. You will just borrow a small piece of the words
mental space in people’s heads and have to explain it again and again.
>> I have seen presentations where “Relax” is used very effectively to explain CouchDB
>> The logo (which is brilliant, who created that??) says “Relax”.
>> This is the part of CouchDB communications that is working really, really well.
>> It is almost impossible to find a one-word slogan, you need to make a phrase to give
it a uniqueness. However CouchDB, with the logo + “Relax” has built a cool message in
a stressful world of too many busy bodies trying to oversell theirs stuff.
>> My advice is:
>> Call it a day and be happy that the chase for a new slogan verified that it is very
hard to find something that works better for CouchDB then “Relax”.
>> Johs:)
>>> On 07 Nov 2014, at 16:56, Noah Slater <> wrote:
>>> What do others thing about using this word? "Liberate"? I think it has
>>> the right mixture of connotations and meanings
> -- 
> Noah Slater

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