Open source software is everywhere, powering cloud infrastructure, AI supercomputers, robotics, and more. Yet marketing it is anything but straightforward. Unlike traditional software, open source lacks exclusivity, faces brand perception challenges, and speaks to a deeply technical (and often skeptical) audience. In this session, I’ll share how we craft compelling GTM stories at Canonical, the company behind Ubuntu, one of the world’s most widely adopted open source platforms. You’ll learn how we turn community-driven technologies into differentiated stories that resonate with enterprise buyers, why conventional messaging frameworks often fall short, and how to earn the trust of both developers and decision-makers.