A year ago I wrote 'Howells Ten Rules for Open Source Marketing.' At Alfresco we believed that open source was different and needed a different marketing model. Geoffrey Moore was at the root of our thinking when he wrote about 'Darwin and the Demon' and markets being ripe for disruption in the form of marketing and business model disruption. We saw that there was no 'cookie cutter,' standard approach and tried to blend our experience in growing large successful enterprise software companies with some best principles from marketing visionaries such as Geoffrey Moore, who had a massive influence on all of us from Documentum.