Michael Dell built a $12 billion company with almost no money sitting in it. In this 1999 interview he breaks down the entire system in eight minutes.
He walks through it one piece at a time:
1. It started as a dorm room side hustle in 1983. He bought old PCs, upgraded them, and sold them until his roommate piled the stock against the door. That pile became the exact problem he built the company to kill.
2.He tried the middleman and fired him. Dell went into retail in 1991 and pulled out by 1994. The dealer added cost without adding value, so the dealer's margin became the budget for lower prices and better service.
3.Reputation closed the sale before the call happened. Buyers read the reviews and saw the awards, so by the time they dialed they already knew what they wanted. Trust arrived ahead of the customer.
4.His bottleneck was never control, it was hiring speed. Giving up responsibility was the easy part. Finding people better than him at each job fast enough to chase the demand he already had was the real constraint.
5.He rented what competitors bought. Rivals purchased entire field service organizations. Dell used trained technicians who were never on his payroll, because owning that network costs about 50 percent extra per person.
6. Direct was never a sales channel, it was an information pipe. Every order showed him real demand in real time. Competitors could not copy it because they were trapped in their own dealer relationships. NEC tried and publicly admitted it failed.
7. Here is the part that made him rich. Retail means guessing demand and stuffing shelves, and in computers the parts lose value while they sit. Dell built only to order, shipped in 36 hours, and kept inventory under 6 percent of sales. Competitors were warehousing depreciation. He was warehousing nothing.
8.Kill the guess and the inventory dies with it. Cash comes in before the parts lose value, the customer pays less, and the company earns more on a fraction of the capital.
The result: in 1998 the PC industry grew 5 percent. Dell grew 50 percent and was outselling IBM and HP by January 1999.
The move for your company this week: find where you are stocking up because you are predicting demand instead of reading it.
Check if a direct line to your customer kills the prediction. Put the freed cash into service.
Michael Dell @MichaelDell, Charlie Rose, 1999
We made a full short film without filming a single frame.
It's called vibe directing, and it turned one idea into a real cinematic story.
Here's how it was made:
I get money for anything I want to eat and drink whenever and wherever I am
See the rest of the list and more, you go prove your worth before you see shishi