Merge pull request #216 from apache/rbowen-company-involvement

Best practice for companies around ASF projects

Author: rbowen

source/companies/_index.md

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+---
+title: Companies and Open Source
+url: /companies/
+tags: ["companies", "business", "navigation"]
+---
+
+# Why Your Company Should Participate in ASF Projects
+
+All modern digital infrastructure is dependent on open source software,
+and **ASF projects are everywhere**.
+Companies must think strategically about how they will engage with the
+open source projects on which they rely in order to ensure
+sustainability, and **influence the direction of these projects** for the
+benefit of their customers. 
+
+## [Benefits to Companies](/companies/benefits.html)
+
+Active participation in open source projects provides significant
+strategic and operational benefits to companies, including talent
+acquisition, influence over industry standards, strong company
+partnerships, and greater customer trust.<br />
+[[Read more ...](/companies/benefits.html)]
+
+## Ways to Contribute
+
+There are three primary ways that companies can engage with ASF
+projects. Each has costs and benefits that should be carefully
+considered.
+
+<div class="row">
+    <!-- Employ -->
+    <div class="col-md-4">
+
+### [Employ Contributors](/companies/employ.html)
+
+[![employ](/images/company-employ.jpg)](/companies/employ.html)
+
+Support ASF projects by employing, or otherwise financially supporting, developers, and other professionals,
+who contribute directly to projects.<br />
+[[Read more ...](/companies/employ.html)]
+    </div><!-- End Employ -->
+
+<div class="col-md-4">
+<!-- Sponsor -->
+
+### [Financial Sponsorship](/companies/sponsor.html)
+
+[![sponsor](/images/company-sponsor.jpg)](/companies/sponsor.html)
+
+Sponsor the ASF, the Community Over Code conference, project events,
+and local meetups.<br />
+[[Read more ...](/companies/sponsor.html)]
+
+</div> <!-- End Sponsor -->
+
+<!-- Advocacy-->
+<div class="col-md-4">
+
+### [Advocacy](/companies/advocacy.html)
+
+[![advocacy](/images/company-advocacy.jpg)](/companies/advocacy.html)
+
+Companies can advocate for ASF project adoption both publicly and with 
+their customers, while appropriately using open source project brands.<br />
+[[Read more ...](/companies/advocacy.html)]
+    </div> <!-- End Advocacy-->
+</div> <!-- End Row -->
+
+*The Apache Software Foundation welcomes corporate participation that aligns with our mission of providing software for the public good.*

source/companies/advocacy.md

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+---
+title: Open Source Advocacy
+url: /companies/advocacy.html
+tags: ["companies", "advocacy", "branding"]
+---
+
+# Open Source Advocacy
+
+Since the earliest days of the Apache Software Foundation, companies
+have built their business and reputation around ASF projects, and we
+have always encouraged that. We, in turn, depends on the good will of
+companies. How companies speak about ASF projects is a critical part of
+our public image.
+
+## Respect Our Brands
+
+Like any organization, the ASF has [Trademark
+Policy](https://www.apache.org/foundation/marks/) which describes
+appropriate and inappropriate ways to use the brand of the ASF, and of
+ASF projects. We expect companies to familiarize themselves with these
+policies, just as they would when working with another company or
+partner.
+
+## Be Proactive About Education
+
+Be sure that anyone speaking on behalf of your company understands
+and respects the [ASF Trademark
+Policy](https://www.apache.org/foundation/marks/). Most violations of
+these policies have historically come from company spokespeople who do
+not understand the nature of the ASF, or of open source software, and
+speak of our projects like just another of your company's products.
+
+Be proactive about educating these individuals about appropriate ways to
+speak about these projects. Use this website as a reference, and
+encourage them to talk directly to projects if they have any questions
+about how best to represent your work in and around these communities.
+
+## Community First
+
+When you mention ASF projects, we ask that you put the community first.
+It's great to celebrate what your company and employees are doing in and
+around ASF projects - we welcome and encourage that! - but be sure to
+give credit where it's due. The community as a whole makes our projects
+work, and contributes to your success.
+
+Some companies make claims about their involvement in ASF projects that
+imply that they own the project, or are primarily responsible for it.
+Phrases like "creators of ..." or "primary contributors to ..." devalue
+the work that the rest of the community does, and unfairly take credit
+for the work that others have done to contribute to your success. We ask
+that you not do that.
+
+

source/companies/benefits.md

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+---
+title: Benefits of Open Source Participation
+url: /companies/benefits.html
+tags: ["companies", "benefits", "business value"]
+---
+
+# Benefits of ASF Participation
+
+Companies that actively participate in ASF projects realize significant
+strategic and operational advantages that extend far beyond cost savings.
+It's important to think strategically about how, where, and why you will
+participate and measure impact.
+
+## Influence the Roadmap
+
+While it can sometimes take months, or years, to gain expertise and
+trust in an established community, showing up to do the daily
+project maintenance -- issue and PR triage; reviewing PRs; planning and
+executing community events; answering user questions -- you'll quickly
+begin to establish that you can be trusted, which will make it easier
+for you to influence the direction of the project.
+    
+Decisions about the direction of Apache projects are made by the people
+who show up to participate in the conversation. If you don't join the
+conversation, then your competitors will decide how tomorrow's
+technology will shape up.
+
+Make sure someone on your team is reading the project [mailing
+lists](https://www.apache.org/foundation/mailinglists.html) every day,
+and advocating for your priorities. That's what community means --
+showing up to own the future of the project.
+
+While trust does not necessarily transfer to other employees, over time,
+as project participants see your company actively contributing to the
+project, and demonstrating ownership, they'll be more willing to work
+with you.
+
+## Recruiting
+
+By working upstream on projects, you directly showcase to potential
+employees what they might be working on. This helps attract the right
+kind of talent to work on your priorities, and they'll begin to see your
+company as a partner in the project, and an attractive place to work.
+
+Being involved in the day-to-day life of the project
+gives you direct access to the most qualified people in the world to
+work on your team. And you know they'll be arriving with the skills you
+need.
+
+## Business and Strategic Advantages
+
+For more than 25 years, the ASF has been a place where industry
+standards have been set and implemented. Collaborating in those
+projects is the most effective way to shape industry standards and best
+practices. You'll be building trust with current and potential
+customers, and building strategic partnerships with other companies
+working in the same space.
+
+And by collaborating with your peers on the common tasks, you'll be able
+to better focus on your unique business differentiators.
+Collaborate on what all share; Compete where you excel.
+
+*The benefits of open source participation compound over time, creating
+sustainable competitive advantages and fostering innovation that drives 
+long-term business success.*