CEO and founder of Dell
time I was seven years old, I was captivated by blandness. When asked what
kind of ice cream I wanted, the answer was always "Vanilla, please."
My favourite toy was an old sock that belonged to my grandfather.
It was the most dull, lifeless white sock you had ever seen. I called it
"Blandy". When I turned 13 my parents let me paint my room any colour I
wanted. I picked a decidedly neutral beige paint. I didn't want any
excitement in my room, just a calming dullness. My whole room was like
that: beige walls, beige lampshades, beige bedding. The only contrast was
when I would place Blandy on my pillow. My room was the ultimate in dull.
Sitting in it was almost like floating in a sensory deprivation tank.
Except you could see that glorious beige everywhere.
your memories of your first computer?
I bought my first computer
when I was fifteen. It was a Radio Shack TRS-80. The silver-grey painted
chassis caused too much excitement in my otherwise dull bedroom so I spray
painted it beige. The cassette tape's door was a shiny bit of transparent
plastic, far too eye catching. I used some 120 grit sandpaper to take off
the glossiness. You couldn't read the tape labels through it after that,
but I didn't care. It was a small price to pay in my quest for supreme
What modern technology do you wish you had growing up
I've learned that technology on its own isn't what
really matters. What's important is how dull it is. How you can get
someone to spend their hard earned money on something then look at it and
wonder "Why did I buy that?" To me, making items that has people doing just
that, even before they receive their order confirmation, is the greatest
Companies that go for excitement and innovation are
certain to die. They have no future. Why, if it were up to me, I'd sell
whatever company it was and give the money back to the shareholders.
Printed on dull, beige cheques.