IBM has a new ad campaign with the tagline “What Makes You Special?” They have run a couple of big spreads in The Wall Street Journal over the past couple of weeks. I am sure they have shown up other places. It ran again today.

In the ad, they feature Thomas Friedman’s The World Is Flat and a quote from the book:

“…the flattening of the world means…we are now connecting all the knowledge centers on the planet together into a single global network, which…could usher in an amazing era of prosperity and innovation.”

I am not sure I have ever seen a business book quoted and featured in advertising for a F500 company.