September 02, 2008

Smuggling IBM

Back in the 1980s, I was a very green software developer working for a large company that had offices all over the world. I was assigned the task of updating software and supplying training at one of our South American offices. The country where this office was located was known not only for its dislike of Americans, but also for the very substandard accommodations where the government placed anyone it didn’t ca

At customs, I placed my own bags on the conveyor in front of the Yellow Peril. My bags sailed through without a problem but when the customs agent opened the Peril, her eyes got really big. She started poking around all the components in protective bags wrapped in bubble wrap with a look of confusion on her face.

Eventually she got to the graphics terminal backplane. It was a PCB board mounted inside plastic in the ubiquitous IBM off-white color that had the IBM logo on it in large friendly letters. The customs agent traced out the familiar initials. "IBM," she said. "IBM Personal Computer? Yours?" she asked?

Thinking quickly, I managed to force "yes" through my dry lips, thinking that if things got bad I could tell the guy with the rubber hose that I was only agreeing with the agent's statement that the plastic did indeed say IBM. Her expression immediately brightened.

"OK," she said, shutting the Yellow Peril and sending me on my way. Who could have predicted that all the money IBM was spending advertising their then-new PC would not only change how people all over the world worked, played, and communicated, but also keep me out of a South American jail? I guess brand identification is important, after all.

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