My Open Letter to Jon Iwata

Dearest Jon Iwata,

You probably don’t remember but about a year ago we were both in Chicago for a conference called “The Future Leaders.” You spoke. I ate. We had a few minutes of nice conversation. I already knew how clever you are but after our encounter I quickly, genuinely liked you as a person.

Since meeting you and hearing you speak I’ve often thought “Hmm, IBM” and/or “Wow, IBM.” You must know I pledged to Apple through and through for my personal and professional life. But it is IBM that makes my jaw drop lately.

Why? Because of the bar you’ve set to LEAD with communication. You are making your company pro-active rather than reactive. You create a clear message; “Smarter Planet,” you engage us in a goal; “Let’s Make” and you enable design that is abstract and in itself very smart. What a beautiful recipe.

Furthermore, when so much is collapsing it brings hope and joy to our hearts to see the happy little IBM planet. Imagine a dark cold drizzly night in Manhattan when everything has beaten you down and then you look up and see a cab brightly lit with the IBM cheery planet. It makes me smile every time.

You’ve set a great example Jon Iwata. You have reclaimed the IBM legend and empowered your brand.

Best Regards, Jessica Tillyer