Simplify the pledge

This changes the pledge from:

> maximize operational transparency and openness as a defining element in how we create value

to:

> create value through openness

The purpose of this change is to boil our message down to the essentials, shedding some jargon in the process. With this change we can focus our efforts around defining "openness." I envision a pattern library inspired by the [Responsive Patterns](http://bradfrost.github.io/this-is-responsive/patterns.html) site. This would replace the blog, as I believe we've discussed in the past.