Common Craft Blog
Potential Confusion Avoided - rPath Video
By leelefever on July 07, 2009 - 11:47am
Yesterday, we posted about a video by a company called rPath with the title "Cloud Computing in Plain English." Read about it here.
The blog post came as a result of our unsuccessful efforts over six months to illustrate to rPath that their video, because of the combination of the "in Plain English" title and use of paper-cut outs on a whiteboard, was a source of confusion for Common Craft customers. Because rPath insisted on using legal means to communicate their stance, we chose to take a different route that didn't involve lawyers. We simply asked our fans to help us reduce confusion.
Over the course of the last 24 hours, we've learned a lot. First, let me say that we couldn't have imagined the level of your response. We are very lucky to have people around us who feel passionately about helping us protect our brand. Within a couple of hours of the blog post, the message to rPath was clear and as you'll see below, we have reached a resolution. We thank you.
Along the way we learned that it is possible to mobilize a community to seek a better outcome. However, it comes with risks. We have no control over what is said and it's impossible to put the genie back in the bottle. We are big fans of civility and reason and there is a chance for these kinds of campaigns to diverge from our strongly held values. We've learned to tread lightly.
Yesterday afternoon I received a note from Jake Sorofman, rPath's VP of Marketing and someone who was involved in creating the video. Jake's side of the story is that he was never aware of Common Craft or the "in Plain English" series of videos when the video was created. I will take Jake at his word and assume this is the case. For months, we were dealing with another VP, who made it clear a simple solution would not work. Today, Jake and I have discussed it and we both agree that this issue could have been avoided, had we been able to communicate with him early on.
Jake has agreed to change the title of the video on YouTube and display a link to commoncraft.com on the YouTube page. The video itself, which contains a watermark with the "in Plain English" title will remain online. We think this is a reasonable way to resolve the issue and avoid future confusion. Thank you, Jake.
I'm happy that we were able to resolve this reasonably and without lawyers. Thanks you for all your support! Cheers.
That seems simple enough
why did they have to dilly dally for 6 months?
Brand Activism
This is one of the most interesting examples of Brand Activism I've seen. Thanks for sharing how it unfolded.
I find it inspiring that fans of your brand would step up to help. It speaks volumes about the integrity of your company and the value you provide.
cheers!
Link on Youtube video doesn't work
Nice work gents. The link in the description on the website should be fixed. Currently, the ** is included in the hyperlink, so the link redirects to www.commoncraft.com** instead of www.commoncraft.com -
All fixed
Thanks Alex, they have now fixed the link. Cheers!
You are right about this ! I
You are right about this ! I care whether the author can keep his responsibility !
Well done, CommonCraft. Well done, fans. Well done, Jake.
Congratulations, Lee and CommonCraft, on this outcome. Your supportive community deserves applause for coming to the aid of your brand. Jake also deserves a hand for his rational engagement on resolving the matter.
Happy to see this resolving
It's like a "well done" to all of us. Thank you.
One more thing: You may wish to close the comments on yesterday's post.
rPath
Bowing down before your zen-like leadership. Excellent path through the thorny bushes, and inspirational. Expecting 'Legal Conflict Resolution in Plain English' very very soon... :)
After watching their 'video'
After watching their 'video' and another one they produced, there is no way that someone can say they independently came up with this concept.
At the same time, it is certainly nowhere near as good as a standard Common Craft job. Not as off-centre, nor as simple and not plain English. Clearly intended for a business audience that already understands the terms used. And so could see why you would be upset - as not only are they stealing your format but doing a poor job of it.
I have often felt my company should employ Common Craft for some work - as I love the stuff. And while your site says you are already very busy, would not dream of stealing the concept. It is too precious to mess with.
So keep up the good work.
Thanks everyone!
I'm so happy that I can write to say thanks for your words about how we handled this situation as opposed to apologizing for clumsy and ineffective strategy. For a long time, we weren't sure what to do. We saw significant risks and considered turning the other cheek. But in the end, we were confident that we had a compelling story to tell - and one that rPath would see once it was made public.
As I metioned in the post above, this all could have been avoided if we were able to work with someone at rPath who was ready to consider a reasonable solution vs. IP attorneys. If there is anything that comes from this, I hope it's that the Common Crafts and rPaths of the world can resolve differences without lawyers. Don't get me wrong, we love our legal team and work with them on many things, but we don't default to them when questions arise.
TCB(Taking Care of Business) the Commoncraft Way
Lee, nice job setting the record straight and getting the folks at rPath to see some light. Funny, not only would Commoncraft have done a better job but if the folks at rPath had contracted your services they could have held their heads high and walked away actually explaining cloud computing "in plain English." Seriously, the first 15 seconds of their video made my brain cells hurt. Right now they've hit 50k+ views, my guess is that had you not mentioned them, alot less. But I understand why you did it. Protecting the Commoncraft brand. The quality of your work is second to none and the way you TCB is to be emulated and an example of what to do when this type of thing happens again. Way to use the power of C3...pronounced C-cubed (the commoncraft community) Best of Luck!
Potential Confusion Avoided
I hope it's that the Common Crafts and rPaths of the world can resolve differences without lawyers. we love our legal team and work with them on many things.
southpark watch
Very Simple.
One of the best example I've everseen. Really very simple.
I also hope the Common Crafts and rPaths can resolve differences without lawyers.
Relógio de Ponto - Controle de Acesso - Biometria - Ponto Eletrônico
Why I love commoncraft videos
Not only was this situation resolved in a gentlemanly way, but it protects the commoncraft brand and benefits your company and all your viewers, fans, friends and clients. So many of us finally 'get it' when viewing your videos. They are so clever and fun and clear. All the best continued success, and thank you!
TCB(Taking Care of Business) the Commoncraft Way
I have often felt my company should employ Common Craft for some work - as I love the stuff. And while your site says you are already very busy, would not dream of stealing the concept.
house watch
Question???
Was the beef with their video the use of "In Plain English" or using cutouts on a whiteboard? Does Common Craft hold some sort of patent or trademark that protects using paper on a whiteboard to illustrate a concept?
Our company is considering making a video that uses in part these types of illustrations on a white board and screen capture video to demonstrate a concept. We are a start-up cannot afford professionally produced video. We don't want to break the law or feel like we are walking on someone's brand.
Can we make a video that uses a combination of drawings on a whiteboard and screen videos? We have no intention on naming our videos "In Plain English".
The combination
Hi Dave,
Initially, the problem was the combination of whiteboard cut-outs and the title "in Plain English." We are only focused on this specific combination, as it causes confusion.
Potential Confusion Avoided - rPath Video
It is certainly nowhere near as good as a standard Common Craft job. Clearly intended for a business audience the hope it's that the Common Crafts and rPaths of the world can resolve differences without lawyers.
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