Michael Dell Dell Computer for being brilliantly straightforward For Michael Dell, it all seems so easy. He just makes good PCs cheaply and sells them like curbside hot dogs, from his hands straight to yours, fast, with whatever fixings you want. The strategy is so simple and yet so effective. Consistently profitable, Dell Computer took in $47.3 billion last year, at the same time IBM sold off its PC business and Hewlett-Packard’s PC margins slid below 1%. Meanwhile, in 18 months, Dell’s printer line has already reached a third of the market share of HP, the industry leader. “Two years ago there were a lot of stories saying that Dell can’t succeed in the printer business because we don’t have retail stores,” gloats Dell, 40. “Now people say, ‘Wow, you should have done that five years ago.” His habit of thriving where others fail can also be seen in the huge new plant he’s building in North Carolina. Most competitors are moving overseas. He will create up to 8,000 jobs in return for big tax breaks and lower shipping costs to East Coast customers. Even sharing credit and control seems to be a breeze for Dell, who handed over the CEO title last year. “I was CEO for 20 years, now I’ll be chairman for 20 years,” Dell says. “Then we’ll see.” David H. Freedman Martha Stewart, Martha Stewart Omnimedia because she took one for the team Richard Branson, Virgin Group because he’s game for anything. In fact, everything. Michael Dell, Dell Computer for being brilliantly straightforward Jim Sinegal, Costco because who knew a big-box chain could have a generous soul? Diane von Furstenberg, Diane von Furstenberg Studio for staging an elegant comeback Julie Azuma, Different Roads to Learning for offering hope and help to the parents of autistic children Fritz Maytag, Anchor Brewing for setting limits Ray Kurzweil, Kurzweil Technologies and other companies because he is Edison’s rightful heir Craig Newmark, Craigslist for putting the free in free markets Jack Mitchell, Mitchells/Richards because his family business makes an art of customer service Frank Robinson, Robinson Helicopter for whipping an entire industry into shape Mark Melton, Melton Franchise Systems for giving immigrants their shot at the American Dream Michelle Cardinal & Tim O’Leary, Cmedia and Respond2 for rewriting the rules for husband-and-wife teams Mike Lazaridis, Research in Motion because someone had to stand up for all those frustrated engineers Trip Hawkins, Electronics Arts and Digital Chocolate for still scrapping Warren Brown, Cake Love and Love Cafe because only in America will someone quit a secure job as a lawyer to start a bakery Muriel Siebert, Muriel Siebert & Co. for being a notable first with a worthy second act Chuck Porter, Crispin, Porter + Bogusky for verging on reckless Katrina Markoff, Vosges Haut for setting a completely unreasonable goal for her business Barry Steinberg & Craig Sumerel, Direct Tire and Auto Service for showing the power of the peer group Victoria Parham, Virtual Support Services for serving as a mentor to military spouses Tom LaTour, Kimpton Hotels and Restaurants for staying at fleabag hotels so that we don’t have to Mitchell Gold & Bob Williams, Mitchell Gold for creating a true comfort zone Izzy & Coco Tihanyi, Surf Diva for kicking sand in the face of conventional wisdom Tony Lee, Ring Masters for saving 16 jobs, including his own Rueben Martinez, Libreria Martinez Books and Art Galleries for simultaneously building a business and nurturing Latino culture
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