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The Big Brand Theory: Dell Gets Intimate with Customers

The Big Brand Theory: Dell Gets Intimate with Customers

In one of those iconic technology company-started-in-a-dorm-room stories, Michael Dell saw that there was value to be created in selling computers directly to consumers. In the early '80s, that simply wasn't the way of the world, and for the eponymous Dell, the insight would result in one of the most successful businesses of our age.

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