Red Hat early on invested in understanding the needs of the different industry verticals they were trying to sell into and made sure their products could meet things such as compliance and audit requirements of differing sectors. They developed guides on how to deploy their products in a manner which met those requirements and their professional services engineers understood not just Red Hat products but the specific needs of differing sectors. This is how I saw them winning enterprise customers over larger established players in the early 2000s. Even today most opensource businesses don't do this to the extent Red Hat was in the early 2000s.