A while back I was on a plane next to a man with a small backpack branded with the logo of a company with whom we do business. Small talk revealed that he was on his way to Afghanistan to help with the stabilization effort. He asked me what I did, and I segued with “I work at a small software company called TerraGo”. He stopped me there with “Oh TerraGo! I know you! The PDF guys! You’re all over Afghanistan!”
I don’t remember much of the rest of the conversation, but I do remember, I’ll admit, a glimmer of pleasure at TerraGo’s recognition, but too a state of cognitive dissonance in which being characterized as “the PDF guys” had left me.
