Image change be darned...

Yesterday's post on the "Tide is a Changing" was originally published internally on 2.open.aol.com. It generated some fascinating comments. Examples of feedback from developers made me think in a completely different mindset. Please excuse me while I climb on to the soapbox. There is a very important message that the AOL developer community can promote. Anybody that thinks AOL is simply changing image is missing the point. By a mile!

The 2.Open initiative was kicked off last October with a completely different, far more extensive objective. "Changing image" to many people implies a Hollywood style superficial makeover - A change that has no depth and no substance.

What is underway at AOL is far more than a superficial image change. AOL is embrassing change, turning business models upside down. Adopting new ways of working and delivering products to consumers. The institutional DNA has to, and I believe it is changing. Grass roots changes are occuring. New properties, like Ficlets are testament to that. The experiments taking place in Europe with social media are also proof. dev.aol.com is a part of this change.

The message that everyone has to carry the torch on is that AOL is not adopting a new image. Instead, AOL is changing itself at the grass roots, adopting open standards, supporting industry innovation. The "Walled Garden" is a relic of the past. AOL is committed to being Open. AOL still values its heritage, such as the commitment to maintaining the trust of users and making the Web accessible to the growing community of mainstream, non-technical users. These goals are just being delivered in the context of an open environment.

So, as I get down off my soap box remember this: "You are not adopting a new image. You are part of a transformation that is changing the fabric of AOL while maintaining a commitment to the core values that were at the heart of AOL's original success." This is not an easy, or quick, transformation. It will take time. It will take everyone continually promoting the transformation message. It will also take the development community continuing to deliver innovative new solutions and new features that embrace the openness of the web and enable developers to take advantage of these services. You, our external development partners are both a highly critical audience and potentially a very vocal supporter. AOL must remain committed to openess and providing valuable services to you. In so doing we have the opportunity to all benefit from a storng partnership.

What can we do to convince you? To encourage you to carry the message? Join the discussion, help to develop ideas. Get things started by leaving a comment below.

Okay - That's the end of my Soapbox speech - for now at least!