When it comes to your APIs, if you have a strong brand, the "Field of Dreams" theory applies - if you build it (an API), they (developers) will come. But if you do not build it correctly, with developers in mind at every turn, they will not stay, and they will not come back. If you follow the common sense design principles in this presentation, you will build your API such that developers will want to use it time after time. Anything less is worse than not having an API in the first place. Let Joe share the design principles he has developed over more than a decade of architecting and implementing service-oriented solutions.