Naming the Baby

I've been working on "Oslo" for quite a while now.

Like "Oslo" itself, several of the major pieces of "Oslo" have placeholder code names that will be replaced with the actual names we'll brand the product with.

This makes writing titles and abstracts for PDC talks especially challenging. We can't use the internal code names, because they're not long for this world.

We also can't use the actual product names, because we don't have a vetted set of names. Even if we did, the marketing and PR folks want to do the "reveal" in a newsworthy session or keynote, not in a random update to the PDC registration page.

That means that the titles and abstract have to use vague adjective-laden terms, which is surprisingly hard to make sound understandable let alone compelling enough to want to attend.

For example, rather than just using a title like "Foo" Under The Hood or Programming "Bar", we wind up writing things like The Tool for Writing Declarative Applications Under The Hood or Programming a Framework for REST Information Retrieval and Update.

FWIW, this is standard operating procedure - we had the same challenge in 03 with WCF and in 05 with LINQ and WF.

With "Oslo" its harder, as there are several significant (and separable) technologies (so we have more names to come up with) and we've not yet found the right terminology/adjectives that efficiently convey what we're doing. 

I can give a pretty accurate picture of "Oslo" if I have five minutes to talk or 1000 words to write - we still haven't found the perfect meme.

Fun times.