Is Open overused? Have we lost control of what open means, so its just a buzzword?

1. “Open”?
Dave McAllister
Director, Open Source and Accessibility
Adobe Systems, Incorporated
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Marketing Insights and Operations

2. In the beginning there was Free Software
and the statement was
Free as in speech, not free as in beer
And all was well
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3. In 1998, the term “Open Source” was born and promptly begat
 Free Open Source Software
 Commercial Open Source Software
And the confusion began
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4. So, what is “Open” today?
 Open Source (COSS / FOSS)  Free/Libre Open Source Software
 Open Standards  Open Data
 Open Specifications  Open Code
 Open Ecosystem  Open Development
 Open API  Open Communities
 Open Governance  Open Surface
 Open Roadmap  Open Bugbases
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5. Vectors of Open
Developer Community
Competition Technology
Market Message Reputation
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6. Open source
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Marketing Insights and Operations

7.  Is a clear meaning for Open (in this context)?
 Does the myriad meanings of open help or hurt our positioning?
 What impact has the fuzziness had (either good or bad)?
 Could providing a relatively clear and distinctive meaning provide a way
of measuring the openness of companies and communities?
 What metrics would be best for measuring?
 Could having a clear definition help leverage more openness at
companies by providing a clear ranking/status?
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Marketing Insights and Operations