The invitation took the form of a paperback book with an inflated title and contained nothing but blank pages. The accompanying letter went on to explain that there's no quick or easy, one-size-fits-all path to greatness, winning credibility while explaining that the IBM Forum could be the first step in writing your company's own book of greatness.

Attendance was 27% above target. An additional 11% of invitation recipients who couldn't attend requested more information about IBM be sent to them.