The Launch of a Breakthrough Product: Dell's Workstation

Barry Jennings discusses his involvement in the launch of Dell's technical workstation in the 1990s. The workstation, designed for 3D graphics and modeling, was created in partnership with Microsoft and Intel, offering a more affordable alternative to the expensive options in the market. Despite extensive research and naming efforts, the final decision to name the product Dell Workstation 400 came from higher-level executives, which taught Jennings a valuable lesson about understanding decision-making processes. Jennings emphasizes the importance of qualitative research and human insight in understanding customers and making strategic decisions.