"After a few decades in the software business, we also got into the guitar business! One of our long-time Rocketeers, Steve Bice, started refurbishing Fender® Telecaster® guitars as a hobby. Steve is a player himself. He would buy used Teles and parts and rebuild them, but always added a creative, artistic flair. In 2012, as we were planning to sponsor our first-ever IBM conference, I had an idea to bring a guitar theme into our exhibit hall booth. I knew this would be well received by conference attendees because everywhere I travel, I have found a musical connection with customers and partners alike.
I asked Steve if he could create a series of custom guitars with a Rocket theme. He agreed to do it, and we now refer to Steve’s creations as Rocketcaster Guitars. If you attend IBM Insight (the new name for IOD) or IBM InterConnect (the new name for IBM Pulse) you will see our guitars at our booth, see me on stage (where I’ve been known to play live!), and you might even be a lucky attendee who gets to go home with one of our guitars."