This week on The Business of Open Source, I have a special episode recorded on-site at KubeCon NA this fall, with <a href="https://www.linkedin.com/in/ramiroberrelleza/">Ramiro Berrelleza</a>, the CEO of <a href="https://www.okteto.com">Okteto. </a>We kicked off the conversation with a discussion about branding. Okteto is the name of the company, the name of the project and the name of the product. We started this conversation because it had been a big part of conversations I had with other founders at KubeCon. Most interesting to me was that while Ramiro explained how that decision was made, he said he was 50% happy with it, 50% not. Which is about the same as what I hear from founders who have made the opposite decision — so maybe there is just no ideal way to approach branding. Some other things we discussed: <ul><li>What’s the different from fully embracing open source versus just having an OSI-approved license</li><li>Not donating the project to the CNCF specifically because he wanted to maintain control over the brand; a decision he thinks was a correct one. </li><li>The specifics of developer marketing, and especially how sometimes developer marketing can be a mix of B2B marketing and B2C. </li><li>The tensions between the needs and desires of individual users and the needs and desires of their employers. </li></ul>Ramiro and I are on the same wavelength about a couple of things; I particularly appreciated his distinction between users and customers. We ended the conversation with a discussion of the benefits of open source companies — the opportunities that come from being open source that you can’t get any other way. Having trouble taking full advantage of your open source project? You might want to <a href="https://www.emilyomier.com/work-with-me">work with me</a>, and / or come to<a href="http://05f5.com"> Open Source Founders Summit</a> to chat with other open source founders.

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