It's easy to think of Dell Computer president and COO Kevin Rollins as just a fun-loving fiddle player who sings wisecracking lyrics about rivals at company gatherings in Round Rock, Texas. But don't be fooled. Rollins is also a polished management professional who runs the brutal day-to-day business of the world's No. 1 PC manufacturer. Thanks to Rollins, Dell has not only survived the tech downturn but thrived, capturing 17% of the worldwide market. He doesn't have time to sit around and fiddle these days, what with Dell aiming to ship 25% more units this quarter over last year. "We've got...

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