Two Daves Talk Java – Get Elastic Podcast #1

Elastic Path's Marketing Coordinator, Dave Olson and with V.P. of Product Development, Dave Koo sit down at Vancouver's Cafe Milano to discuss Sun's Java technology, development transparency, and embracing the innovation sprouting from open source communities.

Listen to "Get Elastic" Podcast #1

Note: Vancouver's False Creek with Granville Island Market and Cambie Bridge – photo by DaveO

On Communicating Specifically (and Enjoying Long Weekends)

With impending printer deadlines, I am busily assembling concept and wordsmithing copy for various trade show materials. While at first blush, this may seem simple – add a (neat) picture, write some (fluffy) words and hand off to designers, these tasks do require a series of editing gutchecks and detailed revision during which each element (both 'what we are saying' and 'how we are saying it') must prove to be absolutely essential to the piece.

Then, once the big picture is developed and key points are determined, the words must be streamlined to speak directly to the intended audience. In Elastic Path's case, the audience is sometimes technically-minded programmer types, sometimes marketing (or sales) variety, and sometimes C-level executive/administrative flavored. Each audience segment has their own concerns and desires which certainly come into play when deciding where/when/how to spend/invest in ecommerce (or any other for that matter) software platform.

To effectively combine the copy and visual concept, one must think metaphorically, while managing to keep the message concise and remain emotionally evocative. The words must show the value and benefits of the product but not *really* let on that that's the goal. Subtlety is key but only works on people who "get it."

We have the advantage of knowing that our audience are: a) aware of ecommerce and the nuances of promotion and fulfillment; b) desirous to increase revenue (they *are* retailers after-all), and; c) technically astute to the point of general knowledge at a minimum as they are likely migrating away from some platform or another. However, each of three audience "types" needs something a little different to speak to them.

With that in mind, we (meaning our uhhh.. *massive* marketing department) are producing a multi-page, booklet-style brochure geared primarily towards marketing minded folks which briefly identifies the key attributes, and emphasizes the critical benefits of, using Elastic Path to remedy the challenges affecting eretailers. Next up, a data sheet designed more towards technically-savvy people who are in on the decision making process. This sheet will include a "laundry list" of the features and technology chunks used to make the software. Along with those is a new case study which the executives enjoy since it speaks to real life projects and how problems were sorted out and goals achieved.

Further, a postcard is almost out the door to mail out in advance to encourage the conference attendees to stop by booth 842 (win a trip to Vegas and all that). Finally, a "playbook" to provide advance scouting info, stratgey scenarios and travel logistics to the crew of 5 heading to Chicago. Whew, I'd best get to typing. Oh yeah, did in mention the mini-survey and contest entry form? I am thinking of a perforated piece for that but we'll see how that works out.

In other news, Harry Chemko (CEO) showed me the additional office space in progress downstairs which will allow space for 17-24 more worker bees. Walls need painted and Ethernet wired but the spacious space is coming along just in time as new hires are coming aboard regularly around here. Also, Harry hosted an enjoyably fun, long-weekend-kick-off-party Friday night. Ahhh long weekends, everyone likes them, shouldn't there be more?

This is a whole other blog post waiting to happen but … as rumored Sun has "officially" open sourced Java. The concern is "forking" in which the code base would fragment into two divergent, non-compatible paths but alas, one must carry on and accept an element of risk to fervently explore innovation. And really, in the hyper-competition for developer buy-in and community building, this was the sensible choice from my (rather limited) viewpoint.

By open-sourcing, Sun is inviting the developer community to the conversation and handing the proverbial conch shell to anyone who wants a turn to speak. We Elastic Pathers should/will find a way to start conversations with our erstwhile tech evangelists for the benefit of the software, the end user (and us).

We'll start by saying, "Hello World."

Getting my Head ‘Round the Java

So admittedly, I know almost nothing about Java (and the workings of Sun Microsystems for that matter), and didn’t feel lacking in this knowledge, ever, until now.However, since the core – the root, the crux – of what Elastic Path does and makes, depends on Java (and yes, my livelihood is tied to Elastic Path), I am poking around the blog-o-sphere to find out what makes Java important, or special, or just tasty (ooops wrong java – but note: Milano’s across the way is very tasty).

First off, Java is a programming language (you knew that) developed by Sun Microsystems.  James Gosling (Sun technical article/interview – Business Week interview) is the "Father" of Java as it were.  I imagine white hallways with flickering fluorescent lights with tousled haired programmers geeking out til wee hours in some Californian technology business park coming up with a language to express what Sun founder Scott McNealy (in wikipedia, Info World interview)  meant when he said “the network is the computer.”

How they came up with the Java programming language from thatphrase escapes me since I am still figuring out exactly what McNealy’s proclamation meant ;-).  Really, he speaks of using many and/or specialized computers, distributed around a network, to perform tasks, resulting in increased efficiency (or leveraging specialists to reduce redundancy) – I think.

Anyhow, a couple of weeks ago, Scott stepped aside as CEO – speculations on why abound – and youngish wunderkind Johnathan Schwartz took the reins with much enthusiasm and promise of exciting times ahead.  Exciting times for who?  I am not totally sure but – following the money – it seems Sun makes hardware (which it sells), and Sun makes software which I am not sure how it sells (you download the technology for free right?).

Well, regardless of the vagracies of business, this news must be noteworthy for the thousands of Java developers around the world.

Developers come is a couple different “flavors” – the two common sides of the fence are .Net-centric and Java-centric – this ignores PHP/Drupal aficionados (with no disrespect intended – just bear with me while I sort this out)..Net is Microsoft, hence proprietary but also has the integratability of working within the confines of the MS universe.  I hear that the programming environment is more visually-based and flexible as long as you don’t want to change anything major.

Java is also proprietary but flirts with the (rather desirable) buzz of open source mojo.  While rumors abound of Sun releases Java entirely to the open source “community,” this may limit their ability test and verify compliance to their “official” standards.  Is this important?  What is being made with Java which makes it critical?  Who cares?  I don’t care that much since I hardly ever seem to use Java in my daily web-adventures.

Clearly I am not the audience who pays Sun’s bills, but I think I know who cares.  The “enterprises,” that’s who – “enterprises” being large businesses with a collection of programmers assigned to making customized bits of software to make their businesses do things in a certain manner.  In short: Make the program perform the process (in order to make a profit – but that’s another story).

As such, Java seems to be well-suited for making programs with specific requirements in complex environments.  Like any choice, many folks will argue all day long (like technical sports fans), debating .Net’s vs. Java’s advantages, but in reality, there are really myriad ways to solve a problem, but either way, you've got to solve it correctly and hopefully, easily.  While results are “what matters,” in business, I think that the more pleasant the journey, the more enjoyable the result – no pain to gain is fine by me.

Fill me in on what i'm missing.