“Imagine the following scenario: 'OK, ad people. We want you to sell this really cool technology that's going to change the world. But it's not really our product. You can't hold it. You can't see it. And, um, there's no way to take a picture of it or even really show what it is. Oh, did we mention that the future of our $80 billion company depends on it? Thanks.'”
That's how an article on IBM and Linux begins. Find out what Thomas Mucha is talking about in this Business 2.0 article.