 They concluded that FSF's social activism was not appealing to companies like Netscape, and looked for a way to rebrand the free software movement to emphasize the business potential of the sharing of source code.The label "open source" was adopted by some people in the free software movement at a strategy session held at Palo Alto, California, in reaction to Netscape's January 1998 announcement of a source code release for Navigator.The group of individuals at the session included Christine Peterson who suggested "open source", Todd Anderson, Larry Augustin, Jon Hall, Sam Ockman, Michael Tiemann, and Eric S. Raymond.