Positioning it as a less threatening, more evolutionary, progression is a winning strategy for brands truly looking to connect with IT audiences and drive increased adoption.

FORBES: Cloud Computing: How Marketers Are Alienating CIOs

Game theory is used to understand how decisions are made in fields as diverse as economics and evolutionary biology, and even for a game as simple as coin-flipping it can yield a strategy that gives each player the best chance of winning (or, at least, of coming out even).

ECONOMIST: Quantum computing