Comment by cjbarber

People care about what they already care about / already want.

Most people don't care about open source for its own sake.

Find the things they already care about where open source gives them more of what they already want, with less effort.

Don't try and convince them to care about it, just find things they already care about where the open source version is genuinely better (from their perspective, not yours). Promote it on the merits they already care about (speed, cost, UX), not on the fact that it's open source (only people who already care about open source care about that).