Last week I attended the IBM event with Fast Company on its hybrid cloud solutions. IBM is unique in that it often populates events like this with customers who talk about how IBM’s solutions are used rather than the far less interesting performance metrics of new hardware, software, or networking solutions. This use of customers to create content is far more compelling than the usual vendor talking head, and, in terms of credibility, people who use a technology are far more credible than those who sell it. In short, IBM’s use of customers to tell the story has for some time been a best practice.
– Rob Enderle, The Enderle Group