Play Nice But Win

when it is already so big?" Compounding the problem was the fact that personal computers and laptops, which accounted for roughly 60 percent of our sales, were no longer the rich profit center they used to be. As prices had dropped over the course of the year, we'd had to sell that many more PCs just to keep up with the previous year's revenue.



Interviewed by the Times, our CEO Kevin Rollins blamed himself for the shortfall. "Frankly," he said, "we executed poorly on managing overall selling prices"-especially on machines sold to consumers.



Yes, you read that correctly; it wasn't a typographical error. Kevin Rollins, not I, was CEO of Dell Inc. that fall. I'd stepped aside from the position in July 2004 and Kevin had taken over-though taken over isn't exactly the right way to put it. I remained chairman, and the two of us continued to run the company together as we had for a decade; not much really changed except for our titles.



And so if there was blame to be laid for that revenue loss, I shared it. But it quickly became apparent in late 2005 that the underperformance wasn't an anomaly: Dell was beginning to hit serious headwinds. For one thing, our competitors were getting smarter. Companies like Hewlett-Packard, Acer, and Lenovo, companies we'd always soundly defeated with our build-to-order model, had gone back into their cave and figured out how to duplicate many of our supply chain innovations. Meanwhile, build-to-order itself, so effective at addressing the many combinations and permutations of desktop computers, lost its advantage as the industry shifted from desktops to less easily customized notebooks. Customers were starting to focus more on services and solutions as value transitioned from the fundamental client product, the PC and related peripherals, to software, servers, and the data center.



It took us a little bit longer than we would have liked to figure all this out.



And then there was a Del

Indra Nooyi, former chairman and CEO of PepsiCo and author of My Life in Full

Many people have great business ideas. Entrepreneurs see them through. That s the story of Michael Dell, whose book takes us on a riveting journey from the dorm room at the University of Texas to the boardroom of one of the world s largest tech companies. It s a tale of vision and perseverance every aspiring entrepreneur should read.
Sir Richard Branson

This is Dell Direct. With insightful frankness and humor, Michael Dell tells his story, that of his iconic company and the grit required to compete in the ever-growing technology industry.This is a book for entrepreneurs, leaders, and dreamers.
Satya Nadella, CEO of Microsoft

Michael Dell s journey is part of the historic fabric of American business. His story of multiple transformations through the decades has insights for leaders at every stage, from entrepreneur to CEO.
Howard Schultz, cofounder of the Schultz Family Foundation, former chairman and CEO of Starbucks

With rare candor and insight, Michael shares his incredible journey as founder and CEO of one of the most iconic and admired tech companies. It s the unvarnished story of one of the world s greatest entrepreneurs, a visionary with unparalleled determination and a commitment to leading with compassion and integrity.
Marc Benioff, chair and CEO of Salesforce

As Michael Dell likes to say, life is about taking a punch, falling down, getting back up, and fighting again. Play Nice But Win is as much a story about resilience as it is about business. Michael is candid about the setbacks and challenges he s faced in his life and career. The lessons he s learned along the way are important for everyone who aspires to lead.
Sheryl Sandberg, COO of Facebook and author of Lean In and Option B

Play Nice But Win is an autobiographical thriller, and Michael Dell is the gangster protagonist never looking for a fight, but relishing every brawl once he s in it. By outwitting tyrants, takeovers, and dead ends, Michael relentlessly protects, transforms, and expands the product he tinkered with as a teenager into the multinational company Dell is today. Michael consistently wins not by exposing loopholes but always by making advantage of the rules. Play Nice But Win is a magic trick, and one hell of a caped crusader coup.
Matthew McConaughey, Academy Award winner, bestselling author of Greenlights

Play Nice But Win belongs on the list of great digital-age memoirs. The quietest of the entrepreneurs who created the modern computer business finally tells his story.
Malcolm Gladwell, host of the podcast Revisionist History

This is the saga of how one of the great founders of our time launched his company, grew it, got it back, and rejuvenated it. Michael Dell s entrepreneurial spirit is infectious, and his behind-the-scenes stories are full of important lessons about leadership, collaboration, competition, and innovation.
Adam Grant, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife

In his new book, Play Nice But Win, Michael Dell provides a powerful portrait of his life the early years, the obstacles and challenges, the successes and triumphs. Thoughtful and revealing, it shares an inside look at what it takes to become a good leader and more important, a good human being.
Jamie Dimon, chairman and CEO of JPMorgan Chase

This book is an incredible window into what it s like to be in a founder s shoes, and the difficult work of growing a company. Michael Dell is not only an innovator, but a leader, and in Play Nice But Win he shows what it really takes to build the future.
Marc Andreessen, cofounder of Netscape and Andreessen Horowitz

Michael walks you through every step of his journey, from starting a company in his college dorm to pulling off the largest all-tech acquisition in history. Anyone who s interested in business at any level can learn from the insights in this book.
Bill Gates

Fast-paced and humorously told Business news nuts who love swashbuckling stories will feel right at home.
Publishers Weekly

a candid second memoir a lively chapter in computer history."
Kirkus

In Play Nice But Win, the taciturn Texan entrepreneur finally has his say. It is worth going along for the ride . . . a good reminder that all business really is personal.
Financial Times

a refreshingly candid account of Dell's success in the computer industry, and how his company has remained at the top of the business world.
Booklist, a publication of the American Library Association

a candid memoir from one of the most irrepressible entrepreneurs of the computer age.
Alan Murray, Fortune

A quick and compelling read . . . a glimpse inside one of the era s great entrepreneurial minds . . . Dell still wanted to play the game, and his enthusiasm for it is infectious.
Porchlight, Staff Pick