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From: Nick Pavlica <linicks@gmail.com>
Date: Sun, 09 Nov 2014 13:37:47 +0000
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 <CAOuYVCxo_NAhtFbiuOsEASZX+gjbBq5_q-VnGVGvQBGcUSRWxQ@mail.gmail.com>
Subject: Re: New motto?
To: marketing@couchdb.apache.org
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All,

When reading this portion of Johs message a particular phrase stuck out:

" CouchDB break the sound barrier and reach the big audience."

In my opinion, the idea that CouchDB "breaks barriers" evokes a positive
emotion, and subtly describes some of the unique attributes CouchDB.   A
motto based around it may be worth exploring.

Examples:
  CouchDB - Breaks Barriers
  CouchDB - Breaking Barriers
  CouchDB - With Barriers
  ---- Others -----

Regards!
-- Nick Pavlica


On Sun Nov 09 2014 at 12:29:30 AM Johs Ensby <johs@b2w.com> wrote:

> Joan and Noah,
> thanks for straightening out the =E2=80=9Cone word slogan=E2=80=9D issue =
for me.
>
> And thanks for the video, it=E2=80=99s a great one!
> Simon Sinek also makes a good introduction to Jeff Moore=E2=80=99s over 2=
0 year
> old book which is still the bible of hightech marketing.
> http://en.wikipedia.org/wiki/Crossing_the_Chasm
> 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=E2=80=99s recipe.
>
> I support very much the visionary =E2=80=9Cwhy=E2=80=9D 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=E2=80=99t 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 platform
> 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 =E2=80=9Cpersona=E2=80=9D that could represent =
the audience that
> we need to get onboard the CouchDB movement to =E2=80=9Ccross the chasm=
=E2=80=9D?
> 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?
>
> Johs
>
> > On 08 Nov 2014, at 19:24, Joan Touzet <wohali@apache.org> 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" <nslater@apache.org>
> > To: marketing@couchdb.apache.org
> > 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:
> >
> > http://www.youtube.com/watch?v=3DsioZd3AxmnE
> >
> > 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 <johs@b2w.com> wrote:
> >> Joan,
> >> =E2=80=9CLiberate=E2=80=9D has the right mixture of connotations and m=
eanings for most
> of us, I guess, but related to CouchDB, no, it=E2=80=99s so grand that it=
 won=E2=80=99t
> stick.
> >> Imagine a car manufacturer calling their new model =E2=80=9CLiberate=
=E2=80=9D or
> =E2=80=9CLiberation=E2=80=9D. Or the creator of a new parfume. Or a a pol=
itical 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 databas=
e.
> >> This is reaching faaaar to high. You will just borrow a small piece of
> the words mental space in people=E2=80=99s heads and have to explain it a=
gain and
> again.
> >>
> >> I have seen presentations where =E2=80=9CRelax=E2=80=9D is used very e=
ffectively to
> explain CouchDB benefits.
> >> The logo (which is brilliant, who created that??) says =E2=80=9CRelax=
=E2=80=9D.
> >> 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 + =E2=80=
=9CRelax=E2=80=9D
> 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
> =E2=80=9CRelax=E2=80=9D.
> >> Johs:)
> >>
> >>
> >>> On 07 Nov 2014, at 16:56, Noah Slater <nslater@apache.org> wrote:
> >>>
> >>> What do others thing about using this word? "Liberate"? I think it ha=
s
> >>> the right mixture of connotations and meanings
> >>
> >
> >
> >
> > --
> > Noah Slater
> > https://twitter.com/nslater
>
>

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