<div dir="ltr">it seems to me that the main problem is growth of classification of acts as offensive in general.<div>what i mean is that in digital and (archive all) age it seems that number of acts (words, expressions etc.) that are viewed as offensive only grows in time, and <br>they *do not* die out. given multinational context it seems to be the truth even more so. </div><div>not dying out is the biggest problem. it is easy to make something offensive but is is very hard to emancipate the same thing back to benign and <br>in most cases original meaning. </div><div><br></div><div>moral dilemma is should we police others or should we first police our own reactions? should i be offended regardless of context or should others make <br>sure that i don't have to consider context? </div><div><br></div><div>should one use coon or be offended by it? with context "raccoon"</div><div>should one use cowboy of be offended by it? with context "genocide" </div><div><br></div><div>here i must stress out that in case of cowboy intended context was actually bound to tech world and i don't in any shape or form believe that author <br>was implying otherwise. but as cruel as it sounds context *is* derived from historical fact packaged in perception of entertainment in less developed times</div><div>(cartoons and etc.).</div><div><br></div><div>this leads me following problems:<br></div><div>1) how do we emancipate back words, and acts in general</div><div>2) how much time should one spend in analyzing words and acts to deem them acceptable </div><div><br></div><div>for one i think this thread is great because it gives author and community time for consideration and action before product is widely spread </div><div><br></div><div>we should be kind, but also we need to be more resilient! </div></div><div class="gmail_extra"><br><div class="gmail_quote">On Wed, Feb 14, 2018 at 4:06 AM, Mahesh Paolini-Subramanya <span dir="ltr"><<a href="mailto:mahesh@dieswaytoofast.com" target="_blank">mahesh@dieswaytoofast.com</a>></span> wrote:<br><blockquote class="gmail_quote" style="margin:0 0 0 .8ex;border-left:1px #ccc solid;padding-left:1ex"><div dir="ltr"><span style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;background-color:rgb(255,255,255);text-decoration-style:initial;text-decoration-color:initial;float:none;display:inline">Naming and Branding are not complicated things. Oh, doing it *well* can take any amount of time and effort, but the basics are very *very* straightforward. Here are two excellent example</span><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - <a href="https://thenextweb.com/entrepreneur/2017/10/26/before-naming-your-startup-read-this/" target="_blank">https://thenextweb.com/<wbr>entrepreneur/2017/10/26/<wbr>before-naming-your-startup-<wbr>read-this/</a></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - <a href="https://landor.com/thinking/how-not-to-name" target="_blank">https://landor.com/<wbr>thinking/how-not-to-name</a></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">It really is not terribly different from software development</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">1) Identify the requirements for the name</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - What kind of name is it? (made-up word? an experience? etc.)</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - What are you trying to accomplish with the name?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - What is your target market?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - What are your evaluation criteria?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - etc.</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">2) Generate a bunch-a example names based on the above</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">3) Test these names thoroughly</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - Does it sound good? In the target markets?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - Will it get misinterpreted? </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - Is it confusing?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - etc.</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">4) Deploy to production</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - Update docs</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - Send out emails</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - etc.</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">In the world of Marketing, there is an entire sub-genre of Naming / Branding. It exists because, despite the fondest beliefs of the tech-world, Excellence does *not* win out, if you build it they *don't* come, and just making yourself heard in the din of the marketplace is frightfully hard. </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">The tech world is particularly replete with the Dunning-Kruger effect - and this is rarely more apparent than when we talk about Marketing & Sales (admit it - as you read "Marketing & Sales", you mentally added a sarcastic tone to it, didn't you?).</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Sales is *hard*. Do *you* have the ego-less-ness to do cold-calling? The stamina to repeat the same sales-pitch over and over and *OVER* again?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">And Marketing, well, it's just about the same - those sales funnels don't fill themselves. </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Which brings me back to Naming/Branding - and the process that I described above. Right up front, in the requirements for the name, you should be making sure that it isn't offensive. (Or, maybe you're a white supremacist group, and *want* to be offensive! Whatever). Thing is, these are table-stakes in any brand-exercise - to the point where not doing this is usually an actionable offense. </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">To Jesper's point - of course the meaning of the brand-name can change. And it doesn't have to be around names like "Darkie Toothpaste" (yes, that was a thing) - pity the manufacturer of "ISIS Chocolates", who were overtaken by world events. Hence the existence of the field of Brand Management, and nowadays Brand Safety.<br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Yes, this is all a bit more than "Pick a name, and run with it". But hey, the world isn't what it used to be. 30 years ago, I could fix most anything that 'sploded in my car with the tools I had in my garage - nowadays, not so much. </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Does this mean that we should al study up on marketing, or pay for brand management, or whatever? Not at all. It does, however, mean that we should, at the very least, be aware that these things exist, and act appropriately.</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Last of all, regarding the "I shouldn't have to do this" argument -<span> </span><i>of course</i> you don't have to do this. It just depends on what you're trying to get out of the marketplace - the sad truth is that the better mousetrap doesn't always win out. The problem is that </div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - A poor name can nuke all the work that you've done, and all the goodwill that you've built</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - At best you're going to have to spend time, energy, and money to educate the market about your product's value. Headwinds do *not* help - you'll be fighting in the market against al the competition that doesn't have those headwinds, and, well, is your product<span> </span><i>that much better</i> that the headwinds don't matter?</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"> - You get but one chance to make a first impression, and the product's name is, usually, that first impression. Be aware of this in the markets that you are targeting....</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><br></div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial">Cheers</div><div style="color:rgb(34,34,34);font-family:arial,sans-serif;font-size:small;font-style:normal;font-variant-ligatures:normal;font-variant-caps:normal;font-weight:400;letter-spacing:normal;text-align:start;text-indent:0px;text-transform:none;white-space:normal;word-spacing:0px;text-decoration-style:initial;text-decoration-color:initial"><div><br></div>--<span> </span><br><div class="m_-8380944062292940831gmail_signature"><div dir="ltr"><div><div dir="ltr"><div><div dir="ltr"><div style="font-family:Helvetica;word-wrap:break-word"><div style="margin:0in 0in 0.0001pt"><font color="#1f497d" face="Calibri, sans-serif"><span style="font-size:15px"><b><div style="font-style:italic;margin:0px;font-family:Calibri"><b style="color:rgb(17,85,204)"><a href="http://www.gravatar.com/avatar/204a87f81a0d9764c1f3364f53e8facf.png" style="color:rgb(17,85,204)" target="_blank">Mahesh Paolini-Subramanya</a></b></div><div style="margin:0px;font-family:Calibri"><span style="font-weight:normal">That tall bald 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style="font-family:Helvetica;word-wrap:break-word;display:inline"><div style="margin:0in 0in 0.0001pt;font-size:12pt;font-family:"Times New Roman",serif;display:inline"><b style="font-family:Calibri,sans-serif;font-size:15px"><div style="margin:0px;font-family:Calibri;display:inline"><div style="font-family:Helvetica;word-wrap:break-word;display:inline"><div style="margin:0in 0in 0.0001pt;font-size:12pt;font-family:"Times New Roman",serif;display:inline"><span style="font-size:11pt;font-family:Calibri,sans-serif"><div style="margin:0px;font-family:Calibri;color:rgb(1,108,226);display:inline"><a href="http://www.linkedin.com/in/dieswaytoofast" style="color:rgb(17,85,204)" target="_blank">LinkedIn</a></div></span></div></div></div></b></div></div></div></b></div></span></div></div></div></b></span></font></div></div></div></div></div></div></div></div></div><br></div><div class="gmail_extra"><br><div class="gmail_quote"><div><div class="h5">On Tue, Feb 13, 2018 at 9:19 PM, Jesper Louis Andersen <span dir="ltr"><<a href="mailto:jesper.louis.andersen@gmail.com" target="_blank">jesper.louis.andersen@gmail.<wbr>com</a>></span> wrote:<br></div></div><blockquote class="gmail_quote" style="margin:0 0 0 .8ex;border-left:1px #ccc solid;padding-left:1ex"><div><div class="h5"><div dir="ltr"><div class="gmail_quote"><span><div dir="ltr">On Tue, Feb 13, 2018 at 4:41 PM Fred Hebert <<a href="mailto:mononcqc@ferd.ca" target="_blank">mononcqc@ferd.ca</a>> wrote:<br></div><blockquote class="gmail_quote" style="margin:0 0 0 .8ex;border-left:1px #ccc solid;padding-left:1ex"><div dir="ltr"><div><div><div class="gmail_extra"><div class="gmail_quote">It is very possible. This mailing list is full of folks boasting of writing systems that run on hundreds or thousands of nodes and handle more load than anything else out there with amazing uptime figures And somehow, nobody can be assed to just look up words in a search engine or use the link Mahesh posted that is meant just for that?<br></div></div></div></div></div><div dir="ltr"><div class="gmail_extra"><div class="gmail_quote"><div><br></div></div></div></div></blockquote><div><br></div></span><div>This is good advice. I'll just add you need to keep redoing your search as the list of bad words tend to change over time. So a word which is perfect now can be "illegal" tomorrow. However, the risk of words changing behind your back is much smaller. It can be literal hell for a brand if it gets caught in such a fistfight.</div><div><br></div><div><br></div></div></div>
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<br></span></blockquote></div><span class="HOEnZb"><font color="#888888"><br><br clear="all"><div><br></div>-- <br><div class="m_-8380944062292940831gmail_signature" data-smartmail="gmail_signature"><div dir="ltr"><div><div dir="ltr"><div><div dir="ltr"><div style="font-family:Helvetica;word-wrap:break-word"><div style="margin:0in 0in 0.0001pt"><font color="#1f497d" face="Calibri, sans-serif"><span style="font-size:15px"><b><div style="font-style:italic;margin:0px;font-family:Calibri"><b style="color:rgb(17,85,204)"><a href="http://www.gravatar.com/avatar/204a87f81a0d9764c1f3364f53e8facf.png" style="color:rgb(17,85,204)" target="_blank">Mahesh Paolini-Subramanya</a></b></div><div style="margin:0px;font-family:Calibri"><span style="font-weight:normal">That tall bald Indian guy..</span><br></div></b></span></font></div></div><div style="font-family:Helvetica;word-wrap:break-word"><div style="margin:0in 0in 0.0001pt"><font color="#1f497d" face="Calibri, sans-serif"><span 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