The Shape of Things to Come

by Aaron Lazenby, February 2010

In 1959 the release of saxophonist Ornette Coleman’s The Shape of Jazz to Come boldly welcomed the avant-garde and free jazz movements that coalesced throughout the 1960s. With that record, Coleman painted the contours of a paradigm shift waiting just around the corner, which aptly describes this era in Oracle’s history.

In the next decade, Oracle will be entering new markets, serving new kinds of customers, and releasing software that could dramatically change the way we work. How that all plays out remains to be seen, but there are sure to be new stories for Profit to tell along the way.

These stories too have a general shape, defined by the sections of the magazine, which I’d like to reintroduce you to as the new editor in chief:

User Group. A platform for prominent Oracle users to articulate the perspectives of our user communities.

Forward Thinking. New and novel stories about business, technology, and leisure—fodder for conversation on your shuttle flight or at your next cocktail party or customer meeting.

Applications Unlimited. News about Oracle’s product lines: innovative developments, new acquisitions, and the incredible Oracle brains behind the company’s advances. Reading this section will give you a good idea of what’s going on inside Oracle and what’s on the horizon for our products.

Features. Detailed stories about customers’ use of Oracle technology. In every issue, a set of features will address a topic of interest in the marketplace—this issue contains stories about the healthcare industry that coincide with the healthcare reform debate in the U.S. Congress.

Departments. Thought leadership pieces that address IT strategy and business trends. Increasingly, you’ll see stories in this section written by Oracle executives, sharing lessons learned working with customers.

Questions and @nswers. An interview with an Oracle thought leader, assembled from questions asked by readers through Profit’s Twitter account (@OracleProfit), designed to keep the conversation going between issues.

That conversation also continues on Profit Online (, a Website I built and managed for three years. I’ll continue to guide Profit Online, bringing the digital and print editions of the magazine closer together.

Lastly, I want to thank longtime Profit editor Margaret Lindquist for her amazing work on the magazine. She’s a tough act to follow, and I learned most of what I know about magazines while working with her on Profit. I know I’ll be counting on her guidance and support as the future of the magazine takes shape.


Aaron Lazenby ( is editor in chief of Profit magazine.


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