Marketing and other dirty words

"I [Amber Thomas] have been thinking a lot recently about how to move beyond the rhetoric of “open equals good” towards identifying where open approaches help us meet key business cases. A notable quote from the Power of Open book launch was that “open isn’t a business model, its a part of a business model”. I’m seeing this trend in open educational resources, open access repositories and open innovation. It’s how open source became more mainstream, and we need to be learning from that journey. If we want to see open approaches sustained, we need to get businesslike about how make the case, however contradictory that might sound...."