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Lunduke's Random Linux Marketing Anecdotes
April 15, 2024
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My days working in Linux marketing were... interesting.  It was a truly unique experience.  Wouldn't trade a moment of it (even the less than enjoyable parts).

Because I am feeling nostalgic, here's a few little tidbits from my time selling Linux-y stuff for Linux-y companies.

SUSE - The Oldest Linux Company

I spent roughly 4 years at SUSE as -- I kid you not -- often the only person, in the entire marketing department, who actually used Linux.  As such I tended to be the guy that every random marketing idea needed to be run by... you know, just to make sure SUSE didn't end up saying something that insulted Linux-folk.

Seriously.  It was crazy.  At one point the lady who ran all of marketing -- for the oldest Linux company -- had almost no clue, whatsoever, about how to even begin using Linux.  Or what the history of Linux was.  Or what the major projects were.

It was like if the head of marketing for Coca Cola had never tasted Coke before... and refused to even take a sip.  And was only vaguely aware that it was even a liquid.

Just the same... most of the time it was pretty fun.  I kept churning out ad campaigns that were some of the biggest successes SUSE had ever had -- resulting in SUSE numbers shooting up -- and, as a result, they gave me a lot of freedom.

Of the many varied and weird marketing projects I put together at SUSE... my favorite was a music video parody of "Uptown Funk"... about Linux kernel patching.

"Uptime Funk" was a fun one.  We hired a great group of musicians and dancers -- down in Provo, Utah -- who did a stellar job.  Our cinematographer and editor was absolutely amazing.

And, most importantly, nobody messed with my lyrics.  Which made me happy.  🤣

I tell ya.  The executives almost always messed with my words.

I remember, one time I wrote a parody of Justin Timberlake's "Can't Stop the Feeling".  I turned it into a song about a guy eating pie a dinner... singing about how he runs Linux on absolutely everything in his house.  He compulsively installs Linux on everything.  If it has electricity, he installs Linux on it.  And then he installs Linux inside of VMs on Linux.  And he uses a remote X session to log into his crock pot.

It was glorious.  And ridiculous.

Then the powers that be swooped in.  Non-Linux-understanding marketing people got assigned to "revise" the lyrics with the explicit instruction of making it "more marketing-y".

The result was "Can't Stop the SUSE".  Which, annoyingly, still lists me as having written the lyrics.  I'll let you decide how I feel about that song.

Near the end of my tenure at SUSE, things weren't quite as fun.  At one point I recall getting into an argument with the VP of Marketing... who told me, point blank, to never use the phrase "Free Software" and to stop talking about "Open Source" so much.

Seriously.  Things were going in a weird direction.

Then I left, SUSE got a new CEO, and everything went to heck in a handbasket for the oldest Linux company.

Purism - The Linux Hardware Guys

I spent a short spell as the Director of Marketing at Purism -- a company which sells laptops and whatnot pre-loaded with Linux.  While I ended up leaving the company due to some disagreements over how the business was run... there were definitely some fun moments.

For the launch of Librem One (Purism's effort to make a privacy-respecting online service), we created a commercial.  It's just a wee bit naughty.  No swearing but... definitely a lot of innuendo.  😎

You might recognize the voice at the end.

Ultimately, the Librem One service had some success -- but was severely bogged down by technical issues, and code licensing conflicts, early on.  Which was a bummer.  Really hobbled what could have otherwise been a fun product launch.

But, heck, the commercial was fun.  So it had that going for it!

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Huge thank you to everyone who has picked up a new Lunduke Journal subscription this week! Couldn’t do this without you!

Here’s a page with all the details on how to snag a discount:

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Now go snag that subscription. Make Big Tech grumpy.

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LibreOffice Developer’s Hotmail Account Locked After LibreOffice Criticizes Microsoft
“Wow that looks bad,” says Microsoft employee.

Mike Kaginski, a LibreOffice developer (who works for Collabora), has had his Microsoft-hosted email account, which he uses for open source development, locked for “activity that violates our Microsoft Services Agreement”.

 

Kaginski discovered this when attempting to send an email to the LibreOffice development mailing list (hosted by FreeDesktop). It remains unclear if that specific email (which he sent via another address and was rather bland and technical) was the reason for the ban… or if attempting to send the email was simply the first time the ban was noticed by him.

This happened just days after LibreOffice officially accused Microsoft of engaging in a “Lock-in” strategy by creating “artificially complex”, XML-based office documents.

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To make matters worse, Kaginski has had no success in getting Microsoft to lift his locked email account — with the company making him jump through numerous, impossible hoops (such as requiring him to sign in to submit an appeal for his account being locked… but not allowing him to sign in… because his account is locked).

You got that? Sign in to fix the account you can’t sign in with.

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Good job, Microsoft.

The Lunduke Journal reached out to a contact, within Microsoft, who made it clear that their group was not aware of the LibreOffice Developer’s locked account, but they were aware of the LibreOffice complaint article regarding “artificially complex” XML lock-in. Adding, “wow that looks bad”.

The Lunduke Journal’s Analysis

The odds of locking a LibreOffice developer’s email account being an official Microsoft corporate decision seems highly unlikely.

Microsoft, as a company, makes a lot of bad decisions — but this would just be too stupid for words. A massive PR blunder.

But could a single employee, feeling grumpy, have done it on an impulse? As some sort of revenge for LibreOffice’s “harsh” words about Microsoft? Sure. That seems entirely plausible?

Though, it’s also entirely plausible that some poorly designed AI-driven “naughty activity” detection bot flagged his account. Or, perhaps, the developer was reported by some random Open Source hooligan who likes to cause chaos (there’s a lot of those).

Either way, the fact that Microsoft requires people to log in — on accounts which cannot log in — in order to file an “appeal” is incredibly amusing. And is very, very typical Microsoft.

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Many called XLibre & Redot nothing more than “political protests” that would quickly die and be forgotten. Boy were those naysayers wrong.

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XLibre - The Xorg Fork

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Redot - The Godot Game Engine Fork

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These Projects are Thriving

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Groupthink & Tech Journalism
Why The Lunduke Journal uses the “10th Man Rule” to counter groupthink in the Tech Industry.

If my audience always agrees with me — 100% of the time — I’m probably doing something wrong.

That’s core to the ethos of The Lunduke Journal.

Any Brand X Tech Journalist can publish articles and shows filled with ideas, and facts, which their audience is known to already approve of. It’s easy to play it safe. To tell people — and corporations — what they want to hear. To pander.

We have enough Tech Journalists who do exactly that. Heck, we’re lousy with ‘em.

Put another way: The Lunduke Journal is not here to make friends. Not here to win some “Tech Reporter Popularity Contest”(tm).

Why The Lunduke Journal Exists

The Lunduke Journal exists to tell the truth about the Tech Industry (and world of Computing) — as I see it — no matter what. To tell the stories the other Tech Journalists are terrified of touching, for fear of losing that afore mentioned popularity contest.

The Lunduke Journal publishes leaks from major corporations — royally ticking off all of Big Tech in the process.

The Lunduke Journal shines a light on the discriminatory, DEI, & woke practices of Tech — causing nearly every Tech Industry person, with a Left-leaning political stance, to label me enemy number one (often attacking me, with wildly vulgar statements, in a desperate attempt to discredit me).

The Lunduke Journal investigates the shady business practices of Open Source Foundations and organizations — resulting in nearly every leader within the Free and Open Source world to either fear or despise me (often both).

In fact, The Lunduke Journal publishes stories — ranging from investigative pieces to pure opinion and analysis — which will, undoubtedly, infuriate (or at least annoy) every single nerd on this green Earth of ours.

Prefer Linux, Windows, or Mac? Left, Center, or Right politically? Pro or Anti-Government control over Tech? Star Wars or Star Trek?

Never fear. There will surely be a Lunduke Journal story which you will strongly disagree with. Just give it a little time.

Let me tell you why.

The Tenth Man Principle

Groupthink can be a very dangerous thing. Especially when you already agree with the consensus of the group.

There is a concept where, if 9 men all agree on something — an idea, a fact, a strategy — it is the duty of the 10th man to take a different approach. To pursue a contrary idea or strategy.

In some ways this is a variation on “Playing Devil’s Advocate”, but I prefer the “10th Man Principle” — it is more focused on challenging an entrenched consensus.

Which is where The Lunduke Journal comes in.

When I sit down and read Tech News — and listen to Tech Podcasts or Videos — and 90% of the coverage is all repeating the same position… whenever an extreme consensus has been reached… a red flag is raised. The 10th Man Principle is triggered.

My job is then to take whatever that topic is — a piece of breaking Tech news, a historical fact, an opinion on how Tech should be governed, etc. — and spin it around. Look at it from a completely different angle — and pursue that new line of thinking.

This isn’t about simply being contrarian for the sake of being contrarian.

I must investigate that topic rigorously. Focus on known, verifiable facts. Challenge any assumptions made (by myself or others) in whatever that consensus is. Dig deep. Dig where others have not. See where that investigation leads.

Sometimes that investigation leads to nothing overly interesting or worth publishing. Other times… the results are illuminating and profoundly valuable.

If you’ve followed The Lunduke Journal for any length of time, you’ve seen the results of this ethos. Over and over again.

And I Love It

There are, obviously, some challenges with this approach. To put it mildly.

Corporate sponsorship is — for reasons I clearly do not need to explain — impossible.

Luckily, The Lunduke Journal has an amazing (and generous) audience which keeps the lights on, making corporate sponsorship completely unnecessary. So Big Tech can kiss my tuchus.

On that note, getting employees of any Corporation or Foundation to talk “on the record” is simply not going to happen. In fact, many organizations have firm (and, often, stated) policies of “Don’t talk to Lunduke… ever”.

But, you know what? The brave whistleblowers within those companies have proven far more enlightening than any official statement from an executive could hope to be.

Oh, and that “Tech Journalism Popularity Contest”(tm)? Pshht. Forget about it. Not a chance. Not as long as I continue with the “10th Man Principle”.

If I’m doing my job right, the list of people who consider me an enemy of whatever entrenched, consensus position they hold… will continue to grow.

While, at the same time, the rag-tag group of Lunduke Journal supporters — those amazing nerds who see the need for this work (even though, on occasion, I publish something which challenges one of their deeply held convictions… or, perhaps, because of it) — will also continue to grow.

You know what? I wouldn’t have it any other way.

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