This article discusses how museum professionals are shifting their professional practices and emphasis of public engagement from social inclusion, accessibility and participation towards openness. Against this background we situate and present a part of our on-going research work in the AvoinGLAM initiative, more specifically we address a series of workshops conducted by the authors. The key objective of these workshops was to collectively develop strategies how to open content[1] and data held by Finnish cultural institutions, and how to open up professional processes for general public. In the workshop, the participants from cultural heritage and memory institutions performed predefined group works; for example they mapped possibilities and challenges of e.g. engaging various audiences and participatory approaches. The main questions that we address in this article are: How to motivate museums towards openness? What is the contribution that this discussion on openness can bring to the museums?
