October 28, 2002

Can Kevin Rollins Find the Soul of Dell?

Fast Company: The president of the computer world's most relentless competitor is urging his colleagues to ask and answer a soul-searching question: What does it mean to be a great company?

When the rest of the computer industry zigs, Dell Computer Corp. zags. That's a big reason why Dell is a $32 billion company with a powerful, direct-to-the-customer business model.

Now Dell is at it again. During this period of economic upheaval, Dell has done better than most, winning new market share in PCs and moving into the enterprise arena - servers, switches, and storage products. But even Dell has had setbacks: Over the past two and a half years, the company's stock price has dropped more than 50%. Last year, Dell experienced big layoffs, eliminating nearly 6,000 jobs. (full story)

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