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https://issues.apache.org/jira/browse/ISIS-1303?page=com.atlassian.jira.plugin.system.issuetabpanels:comment-tabpanel&focusedCommentId=16045866#comment-16045866
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Dan Haywood commented on ISIS-1303:
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At IsisCon 2017, held in Amsterdam in June, we had some great discussions about
who to pitch the framework to (as well as possible inhibitors). We agreed, I
think, that the pitch is to IT Managers/CTOs, who understand the needs of the
business, and either know enough about technology to make the call or (probably
more likely) would rely on a trusted "technical" leiutenant to help make the
call about whether to explore our framework. But we don't pitch to the techies
directly. (There is a separate discussion about what to do to ensure that
those technical leiutenants don't "veto" our framework for unimportant
reasons... won't address here).
Anyway, with respect to a pitch to a business aware IT Manager/CTO, we only
want to talk to those who *"want to allow the business change"*, who see that
*requires a feedback loop* (because one can't know a priori that every change
is a good change), would understand our philosophy that *IT is not a cost
centre but is a profit centre*, that IT systems should be sized as the *minimum
needed to run your business* (software is expensive to own, so have as little
as possible of it). If those ideas fall flat, then better to fail fast on that
prospect and find someone else to talk to.
But for those for whom the above ideas do resonate, then we have a target
audience and can start the conversation.
In general there seemed to be an appetite to change the name of the framework;
apart from its (current) negative connotations, the name "Isis" doesn't
actually mean very much, so not having an apposite name (and corresponding
strapline) is a missed opportunity in terms of introducing the framework
On that note, here were some additional names that came out:
* _Apache Shortcut_ : rapid development. Possible negative connotations
though? (hacky, bodge)
* _Apache Loop_ : as in feedback loops.
* _Apache Alma_ : "Alma" is Spanish for soul, it's also the rod in the middle
of a string instrument that connects the bridge to the body, so that the
instrument resonates. Nice and alliterative. *"The soul of your business"*
* _Apache Kokoro_: picking up on the soul idea, "Kokoro" is Japanese that
combines the (in the Western culture) concepts of soul and heart and mind. So
again, the "soul of your business".
* _Apache Soul_: same idea, also Soul Jazz.
* _Apache Affknaai_ - tongue in cheek suggestion, given our history of
"unfortunate names" ... a framework formerly known as apache isis
The top candidates, with possible straplines, we ended up with are:
* *Apache Kikoro*: _"the soul of your business"_
* *Apache Alma*: _"the soul of your business"_
* *Apache Rubato*: _"play your own tune"_
* *Apache Rubato*: _"play freely"_
* *Apache Tailor*: _"fit for business"_
FWIW I've listed these in my own preference order
> Rename the project to better describe its values and purpose
>
>
> Key: ISIS-1303
> URL: https://issues.apache.org/jira/browse/ISIS-1303
> Project: Isis
> Issue Type: Wish
>Affects Versions: 1.11.1
>Reporter: Dan Haywood
> Fix For: 1.20.0
>
> Attachments: ApacheFarthing.jpg, ApacheFarthing.jpg,
> ApacheGestalt.jpg, Offset-curves-of-sinus-curve.svg
>
>
> In the past there have been a couple of discussions regarding renaming the
> project, the reason generally cited being the potential embarrassment of
> sharing a name with the jihadist militant group [1] currently prominent in
> the headlines. After due discussion on the mailing lists the prevailing view
> has been to retain our name: "we were here first".
> Until now I've concurred with that view also... after all, I originally came
> up with the name "Isis", originally based on the name of the Thames as it
> flows through Oxford [2] (many of the original authors of the framework live
> within Oxfordshire, UK).
> Separately to that discussion, we have the issue of marketing. Originally we
> marketed ourselves as a framework implementing the "naked objects" pattern
> [3]; the original name of the framework (prior to Apache) was of course the
> Naked Objects Framework. However, this pattern is either not well-known or
> is misunderstood (only a low proportion of developers that encounter the idea
> immediately "get it"). The crudity of the original user interfaces didn't
> help. And the name also, of course, can cause embarrassment in some cultures.
> Then, when domain-driven design [4] came along as a movement, that seemed an
> obvious platform upon which to position the framework: we obviously share the
> core belief that the domain is the most important bit of the system. How
